Eggspectation Brand Refresh

Montreal's Beloved Brunch Spot Gets Upgraded


  • Strategy
  • Brand Identity
  • Copywriting
  • Packaging Design
  • Collateral Design
  • Content

Cohere created a refreshed creative strategy for the internationally-known franchise Eggspectation to help invigorate what has been working since its founding in 1993, while defining new elements that bring liveliness and character to the existing brand.

Drastic changes were not made to the core logo (or name). But instead, the strategy called for a return to the brand’s Canadian origins to tap into what made it unique to begin with. That meant emphasizing the breadth of menu options, all-ages enjoyment, expanded bar offering, and a newfound distinct ethos of “C’est Le Fun!” a French-Canadian phrase reminding ourselves and the customers that this isn't hard: it's about sharing good food with good people. That added layer of fun is emphasized in all brand elements from the menu, to the custom illustrations by Canadian artist What is Adam, to new takeaway packaging. And it’s all uniquely Eggspectation.

The brand now has a toolkit of distinct parts that all add up to a unique experience: One brand with a cohesive direction made up of unique layers.

Eggspectation franchises can be found everywhere from the original Montreal location to Dubai and New Delhi.

This beloved Montreal based brunch spot wanted to spice up their look and further own their position in the market.

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