Saskatchewan Pulse Growers - Canadian Lentils
Canadian Lentils is the promotional brand for Saskatchewan Pulse Growers (SPG). Canadian Lentils focuses on maintaining and expanding awareness & consumption of lentils in Canada and the USA. In 2015, William Joseph was engaged by SPG to elevate the Lentils brand. Lentils have long been seen as an economical choice, not necessarily a fun, modern, trendy addition to any meal. SPG and WJ sought to change that perception.
William Joseph worked to elevate the brand without neglecting its legacy, and ensure potent branding consistency throughout all branding elements. Beginning with a cookbook redesign and moving into a quarterly magazine design, info sheets, recipe cards, booth designs, ads and evites, William Joseph is helping to teach the world that Lentils are simple, nutritious, versatile, modern and delicious.