Je Me Souviens du Lait

Je Me Souviens du Lait

Nolin Branding & Design Inc., Montreal, Quebec, 2000


The public had to grasp instantly the topic of the book: a look back at 25 years of milk advertising in Quebec. Our solution was to associate an icon with a motto. The icon is a quart of milk made of glass—an image all Baby Boomers can recognize—and the slogan is Quebec’s motto, “Je me souviens” (“I remember”). Taken together, they became “I remember milk.” The white color of milk became a must. A transparent and perforated book jacket allowed the creation of the desired contrast between the ancient and the modern, the past and the present. The transparent book jacket, produced in San Francisco, arrived at the end of production. It played its part well.

Collections: 50 Books | 50 Covers of 2000
Repository: Denver Art Museum
Discipline: Book design
Format: Book


Design firm
Nolin Branding & Design Inc.
Art director/designer
René Clément
Production coordinator
Marie Noël-de-Tilly
Trim size
6 1/2 x 9 1/2 inches
224 pages
Quantity printed
Quebecor World
100 lb. Mead Prima cover dull, 28 lb. Gilclear white jacket paper
Binding method
The Milk Council