Established in 1983 with its first location in the Old Montreal section of Montreal, Quebec, La Cage aux Sports is the province’s leading sports bar franchise with 52 locations that attract over 7 million customers each year. This past September, the chain changed its name to La Cage Brasserie Sportive and introduced a new identity designed by Montreal-based lg2boutique.
Over the next few weeks, customers will be noticing changes to their favourite Cage location. “Everything has been redone and improved to reflect La Cage’s new positioning, from the menus to the logo, interiors and waiters’ uniforms,” states Claude Auchu, Vice-President and Creative Director, Design, at lg2boutique. “Everything except the popcorn, of course! The idea was to align the brand identity with the food offering, making La Cage a more modern brasserie sportive with a clean design that will appeal to a greater number of fans.”
The old logo was very unrefined, with a garish and unwelcoming execution that looked like an unsophisticated sports bar or a really boring version of Dave & Buster’s. The monogram had been beaten to death with gradients, shadows, highlights, bevels, and chrome effects and the harshly mechanical typography didn’t do it any favors. The new logo maintains the basic elements of the old one but improves them in every respect. The quadrant-divided icon remains with its “C” in the center but with no distracting rendering and the cheap industrial type has been replaced with cool industrial type that maintains a competitive attitude to get sports fans in the mood.
The identity gains some additional traction with the extensive use of roundels/badges to create alternate logos as well as all other kinds of communication thingamajigs announcing everything from half-price wine to chicken wing specials.
The rest of the identity makes great use of the brand typeface — anyone identify it? — as well as the deep blue and red color palette and strong food photography found across their promotions. It’s not an earth-shattering new identity and we’ve seen this aesthetic before but anything that makes a sports bar look less like beer-soaked bro-heaven (or bro-hell) and more inviting and appealing for a broader audience is a score for the home team.