Thomas Pigeon: Canada’s Iconic Brand Builder and Storyteller Embraces the Future
In the late 1970s, Thomas Pigeon, a Canadian entrepreneur, set out to revolutionize brand design in Montreal. Noticing a lack of exceptional package design in the local market, he seized the opportunity to establish Pigeon Brands, which would become a global powerhouse, transforming the industry forever.
Pigeon understood that there was only one way to progress: forward.
“Anything is possible if you put your mind to it,” stated Pigeon, who served as the founder and CEO of Pigeon Brands for nearly five decades.
With a clear strategic vision and a commitment to excellence, Thomas Pigeon Canada turned his agency into a formidable entity, collaborating with renowned brands like Catelli, McCain, Kraft, and Tim Hortons. His insight and determination established Pigeon Brands as a pioneer, setting new benchmarks for creativity and effectiveness in package design.
He envisioned brands capable of navigating various communication ecosystems, introducing the innovative concept of “brand traveling.” This vision resulted in the development of integrated campaigns for leading marketers across North America.
“As my life progressed, my career was cobbled together by amazing mentors who constantly showed me doors to go through,” Pigeon recounted. “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.”
Transforming Pigeon Brand into a Branding Icon
Over the years, Thomas Pigeon expanded Pigeon Brands’ reach from Montreal to Toronto and eventually to Mexico City, catering to markets in North America, Latin America, Europe, and Southeast Asia. His influence transcended borders, playing a vital role in the success of iconic brands such as Tim Hortons, Pfizer’s Viagra, and Kraft’s peanut butter, solidifying Pigeon Brands’ status as a global leader in brand development and design.
“Brands are stories, and consumers are emotional in many of their brand choices,” he explained. “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 and responsibilities, 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 extraordinary heights before deciding to sell his company in late 2023 to pursue new dreams and goals. He is now charting a new course as a high-level branding and marketing consultant across North America and Europe. Additionally, he has become a sought-after speaker and visionary, collaborating with top business executives worldwide.
When discussing his vision for the future of brand building and design, Thomas offered insightful perspectives and advice for aspiring entrepreneurs in the industry.
“Technology risks dominating the scene,” Pigeon remarked. “Bigger, better, faster, cheaper has become the mantra of many contemporary businesses. AI and AR are exciting tools. But tools they are. Speed to market and pandering to a board of directors versus focusing on consumers’ needs and wants risks diluting the magic that the great entrepreneurs who created these brands brought to the table – powerful risk-takers like Harrison & Wallace McCain, the Irving brothers, Ron Joyce, and Daniel Servitje. I had the pleasure of working alongside or for all of them.”
He emphasized that newcomers to the marketplace should heed the lessons of the past. “Data is important; it’s become essential today, but the magic comes from a mix of data and gut instinct,” Pigeon shared. “The magic is in your heart and spreads through your soul. Undying belief in brands and vision is what made the innovators successful, fueled by unbridled passion.”
As Thomas embarks on this new chapter, his vast experience and deep understanding of balancing technology and tradition establish him as an authoritative figure for the next generation of brand builders.
His story exemplifies the enduring significance of passion and vision, illustrating that while technology advances, the foundational principles of brand building are rooted in human connection and creativity. Pigeon’s commitment to preserving the magic in brands continues to motivate others, encouraging entrepreneurs to combine data with intuition and lead with conviction and heart.
Thomas Pigeon: ‘Hard Work Trumps Luck Every Time’
One of the most significant challenges Thomas Pigeon encountered while leading Pigeon Brands was believing in himself. After moving from Montreal to Toronto in 1991, he quickly recognized the stark differences in the competitive landscape.
“We were the big guys on the block in Montreal,” Pigeon recalled. “But upon arrival in Toronto, it was immediately apparent we were at the bottom of the pile.”
Determined to make an impression, Pigeon invited the leaders of every major branding firm to their office on King Street East. To his surprise, everyone attended, eager to hear what this young entrepreneur from Montreal had to say.
Pigeon took this chance to advocate for an end to “speculative design”—the practice of no-fee pitch work. “Everyone with a glass of wine in their hands nodded and said, of course, we’ll stand together,” Pigeon remembered.
However, one by one, they all broke rank. Despite this initial setback, Pigeon’s resilience and unwavering belief in his vision distinguished him from the rest.
“Of those twenty firms, only two are standing today—Pigeon is one of those,” he noted.
Pigeon’s personal and professional values are deeply rooted in respect and integrity.
“Hard work trumps luck every time,” he emphasized, reflecting his belief in the power of dedication and perseverance. He advises younger generations to “avoid shiny objects and focus on the long-term plan. Rome wasn’t built in a day. Save for tomorrow,” highlighting the importance of patience and strategic thinking.
Thomas Pigeon: A Trailblazer in Design, Branding, and Marketing
Among his many achievements, Pigeon is particularly proud of being the first non-American elected to the NYC-based Package Design Council International and for establishing Canada’s premier package design and branding consultancy.
These milestones underscore his commitment to excellence and ability to innovate within his field.
As Thomas Pigeon continues to inspire the next generation of brand builders, his story serves as a powerful testament to the transformative power of dedication and creativity. From his beginnings as a local entrepreneur to becoming a global industry leader, Pigeon’s journey demonstrates that with determination and vision, the possibilities are limitless.
Reflecting on his achievements, Pigeon defines success as “respect, first and foremost,” emphasizing the importance of recognition from peers and superiors. He believes that success also entails finding joy in life, being passionate, believing in oneself, and maintaining a positive outlook while avoiding distractions. “Don’t be distracted by the negative, work hard and believe in what you do,” he adds. “The money will come.”