For over half a century, Ashton has been a beloved fixture in Quebec’s culinary landscape, proudly serving poutine since 1969. As Canada’s first restaurant chain dedicated to the iconic dish, Ashton carved out a special place in the hearts of locals. But as times changed, the brand remained firmly rooted in the past—its restaurants, image, and experience all suspended in a bygone era.
In 2022, a new chapter began. Under the leadership of Émily Adam and Jean-Christophe Lirette, Ashton embarked on a bold journey of transformation. Their mission was clear: reinvigorate the brand, rejuvenate its audience, and prepare Ashton to grow beyond its familiar borders. The challenge was considerable—stagnant sales, aging clientele, outdated spaces, and a pressing need to attract a younger workforce. It was time for Ashton to rediscover its spirit while stepping confidently into the future.
Breathing New Life Into a Classic
Tasked with this ambitious reimagining, Quebec’s LG2 agency set out to overhaul not just Ashton’s look but the entire customer experience. Their approach was to honor the brand’s storied past while making it relevant and dynamic for today’s diners. The goal was to simplify and modernize the brand, making it easily recognizable and ready to be replicated across new locations.
At the heart of the revitalization was the concept of modern nostalgia. LG2 embraced the classic codes of diner culture—curved forms, vibrant neon lights, and retro signage—and gave them a contemporary polish. They crafted a custom typographic signature that highlights the indulgent spirit of Ashton’s hearty dishes, and they refreshed the chain’s signature red, making it richer and more energetic.
A playful nod to Ashton’s roots can also be found in the new merchandise, where vintage-inspired illustrations echo one of the brand’s earliest logos. Everywhere you look, from the food packaging to the socks in the merchandise line, a triple red line—drawn from Ashton’s iconic neon—ties the brand identity together.
Design That Feels Like Home
The transformation wasn’t limited to graphics alone. The restaurant interiors were thoughtfully redesigned to evoke the same comforting feeling as Ashton’s food. The new aesthetic draws from the look of the original 1969 food truck: a red tin roof, sweeping curves, and glowing neon accents. A monochromatic red border now runs along the interior, guiding the eye through the space and uniting the atmosphere.
Classic banquettes, a staple of Ashton’s dining rooms, remain a centerpiece, reinforcing the brand’s commitment to its loyal customers. This revamped layout not only brings a fresh feel but also offers a template for future expansions, ensuring consistency and ease of replication across all Ashton locations.
The Power of Sauce—and Smart Strategy
The results of Ashton’s rebranding were immediate and impressive. Within just 30 days of unveiling the redesigned flagship location, traffic increased by 35%, sales rose by 34%, and visits to the Ashton website jumped by 40%. These figures make it clear: the blend of reverence for tradition and an embrace of contemporary design struck a chord with both longtime patrons and curious newcomers.
By staying true to its roots while embracing the tastes and expectations of a modern audience, Ashton crafted a unique experience—one that feels both familiar and new. It’s a reminder that nostalgia doesn’t have to be static; it can be dynamic, evolving, and deeply relevant when approached thoughtfully.
A Blueprint for the Future
Ashton’s rebirth offers a powerful lesson in brand evolution: heritage can be a springboard, not a hindrance. Through smart design choices, clear respect for their origins, and a willingness to adapt, Ashton’s new identity feels effortless yet intentional. It’s not about replacing what was loved, but about enhancing it for today’s world.
As the brand moves forward, rolling out its new design across all 23 locations and beyond, it stands as a beacon for how legacy brands can thrive—proving that sometimes, the secret ingredient isn’t just in the sauce; it’s in the courage to reinvent while staying true to what matters most.
