In the late 1970s, Canadian visionary Thomas Pigeon set out to revolutionize brand design in Montreal.
Sensing a gap in the market for innovative package design, he seized the opportunity and established Pigeon Brands, which grew into a global leader in the industry.
Pigeon’s vision was clear from the start: there was only one way to go, and that was forward.
“Anything is possible if you put your mind to it,” said Pigeon, who spent nearly five decades as the founder and CEO of Pigeon Brands.
Armed with a strategic approach and a passion for excellence, Thomas Pigeon transformed his company into a powerhouse, partnering with renowned brands like Catelli, McCain, Kraft, and Tim Hortons. His foresight and commitment set new standards for creativity and effectiveness in package design.
Thomas envisioned brands moving seamlessly across diverse communication platforms, introducing the concept of “brand traveling.” This led to the development of integrated campaigns for some of North America’s top marketers.
“As my life progressed, my career was cobbled together by amazing mentors who constantly showed me doors to go through,” Pigeon shared. “I was never nervous about going through those doors to see what was on the other side. In our early days in ‘package design,’ brands were utilitarian in their style and communication: big logo, big photo, then call it a day. I knew there was more, and there is more.”
Thomas Pigeon Turns Pigeon Brand Into A Branding Icon
Over the decades, Thomas Pigeon expanded Pigeon Brand’s reach from Montreal to Toronto and eventually Mexico City, serving markets in North America, Latin America, Europe, and Southeast Asia. His influence transcended borders, driving the success of iconic brands like Tim Hortons, Pfizer’s Viagra, and Kraft’s peanut butter. His work solidified Pigeon Brand’s status as a global leader in brand building and design.
“Brands are stories, and consumers are emotional in many of their brand choices,” he said. “I knew if we developed a skill in emotional brand storytelling, we could do something that hadn’t been done before. I’ve had the privilege of working with some of the most creative people on the planet. The design, production, and client service team, even the admin team, had a unique zest for life that got me fired up every time I walked into the office. Clients who became believers entrusted me and my team with incredible mandates with incredible responsibility, and the best of the best let us do what they paid us to do… tell brand stories and drive sales through the roof.”
Thomas Pigeon on the Future of Brand Building and Design
For 46 years and 10 months, Thomas Pigeon led Pigeon Brands to new heights before deciding to sell the company in late 2023 to pursue new dreams. Now, he is a sought-after branding and marketing consultant in North America and Europe, working with top business leaders globally.
When asked about the future of brand building and design, Thomas Pigeon Canada’s trailblazing entrepreneur shared valuable insights for the next generation.
“Technology risks taking over the field,” Pigeon explained. “Many businesses today focus on bigger, better, faster, and cheaper. While AI and AR are exciting tools, they are just that—tools. Speeding products to market and appeasing a board of directors rather than focusing on consumer needs risks losing the magic that great entrepreneurs like Harrison & Wallace McCain, Ron Joyce, and Daniel Servitje brought to their brands. I had the honor of working with all of them.”
Pigeon advises newcomers to learn from the past while embracing new opportunities.
“Data is essential, but true magic comes from a blend of data and gut instinct,” Pigeon emphasized. “The heart of branding lies in passion, belief, and vision, which is what made the pioneers successful. Unwavering dedication and a love for brands are what will continue to fuel the industry’s future.”
As Thomas embarks on the next chapter of his career, his deep knowledge of brand building, combined with his understanding of the balance between technology and tradition, positions him as a guiding force for the next generation of marketers.
His story highlights the enduring importance of passion, vision, and creativity. Even as technology advances, the foundation of brand building will always rely on human connection. Pigeon’s dedication to preserving the magic in branding continues to inspire, encouraging entrepreneurs to merge data with instinct and lead with heart and conviction.
Thomas Pigeon Says ‘Hard Work Trumps Luck Every Time’
One of the greatest challenges Thomas Pigeon faced was believing in himself. When he relocated from Montreal to Toronto in 1991, he quickly recognized the different competitive dynamics.
“We were the top dog in Montreal,” Pigeon recalled. “But when we arrived in Toronto, we found ourselves at the bottom.”
Determined to make an impact, Pigeon invited the heads of major branding firms to his office on King Street East. To his surprise, everyone came, eager to hear what the young entrepreneur had to say.
Pigeon used this opportunity to advocate against “speculative design,” where agencies pitched ideas without fees. “Everyone agreed, but one by one, they broke ranks,” Pigeon remembered.
Despite this initial setback, Pigeon’s resilience and belief in his vision were unwavering.
“Of those twenty firms, only two are still around today—Pigeon is one of them,” he noted proudly.
Pigeon’s core values—respect and integrity—played a significant role in his success.
“Hard work trumps luck every time,” he emphasized. He advises young entrepreneurs to “avoid distractions and focus on long-term goals. Patience and strategic thinking are key. Rome wasn’t built in a day.”
Thomas Pigeon Is A Trailblazer in Design, Branding, and Marketing
Among his many accomplishments, Thomas Pigeon is proud of being the first non-American elected to the NYC-based Package Design Council International and building Canada’s leading package design and branding consultancy.
These achievements reflect his commitment to excellence and his ability to break new ground in the field.
As Thomas Pigeon continues to inspire future brand builders, his journey stands as a testament to the power of determination and creativity. From a local entrepreneur to a global industry leader, Pigeon’s story demonstrates that with passion and vision, the possibilities are truly limitless.
Reflecting on his career, Pigeon believes that true success lies in “respect,” both from peers and superiors. He also values the joy and passion that come from believing in one’s work and staying focused on the positive. “Ignore the negativity, work hard, and trust in your path,” he says. “The money will follow.”