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Inspired by - Canada
Molson Canadian Reinventing Canada’s BeerPosted by rod - 26.08.2011
After several years in decline Molson Canadian decided it was time to shake things up and got in touch with Spring Design Partners to reinvent Canada‘s beer. The challenge was to express the brand’s connection to the land.
“We believe… This land makes us who we are and the beer all that it is”
Spring Design Partners explored connections between the brand and the land, which gave them a key insight that defined a visual strategy:
• We defined ‘nature’ and ‘land’ as active, emotional, and non-literal concepts.
• We identified their implicit qualities: in color, typography, graphics, and proportion.
• We acknowledged the importance of the Brand’s equities to communicate these connections.
The brand identity received a full on facelift from the iconic leaf to the typography. The leaf icon was redesigned to become more in tune with nature, and the name lost its italic posture. All the elements were centered and the logo became more balanced. ‘The leaf rises from the subtle curve of the horizon—reflecting the brand’s fundamental roots in The Land.’
What’s your opinion on the new brand identity?