Comfort Canada is a new product line that was added by Canex Canada. Canex is an in store and online retailer for home goods for military personnel. By, for and with the Military… in 1954 Maple Leaf Services was established and empowered by the Department of National Defence to sell goods and services to enhance morale and raise funds for the betterment of the Canadian Armed Forces (CAF). Fast forward to 1967 when CANEX was created and continued this mandate under military management, then ratified by the Defence Council to be formally established in 1968.In 1990 CANEX was restructured as a line organization, operating as a unit of the Canadian Forces embodied in the Regular Force. Since 1996 CANEX has been an operational division of the Canadian Forces Morale and Welfare Services (CFMWS)* governed by the Non-Public Property (NPP) Board, consisting of representatives from each of the CAF Commands.
The brand was started from scratch we knew what the brand stood for being a Canadian company. Embodying and selling to military personnel. We had to be strategic with finding the safe zone with the branding behind Comfort Canada. Being conscious of the military end as it is a sensitive topic. We were able to find the sweet spot aiming to embody the brand colours incorporating Canada, we wanted to go into the direction of a health conscious brand which embodies strength, growth, and empowerment as a true Canadian is proud.
Along with the new website design, part of the challenge was to incorporate the current JS Batt Less branding to fit throughout various pages. When it came to implementing the logo, it was clear that it was also in need of a rebrand. With this in mind, a logo was created to solve the task of having a recognizable icon alongside the Batt Less wordmark to allow for a bit more flexibility in use. This idea is what created the initial design, focusing on having something that is simple and readable at different sizes. The initial design was received well, but the client wanted to move away from an actual “battery cell”, to describe the product. Through ideation, we arrived at the current design, which takes cues from a transmission/engine indicator you might see on a car dashboard, and incorporates the “JS'' word mark. This pairs with their current bolded font to retain some of i’ts original design, while modernizing the brand and allowing for different variations of use throughout the website and other mediums.
We helped successfully launch this new product line for Canex Canada wide, our final deliverables for branding were la brand deck which included logos, fonts, colours, do and dont's, we also came up with the slogan, brand direction, graphics, and even the packaging.