Vimy brewing company, named after the historical Vimy Ridge War. As an outstanding fact, Canada participated for the first time as a country. Embracing that memorable moment and magnifying the independence of Canada. Honouring the battle, the Sirko brothers started a mission to craft an absolutely original Canadian beer with all original recipes, preserving the best taste for their products and remembering the extraordinary event.

The company’s business expansion has made them reconsider the original labels for their products due to the opportunity to enter the retail market, including nation width distribution. Therefore, the following steps were taken to approach this endeavour.

The existing strategy for their products has a standard and consistent look, falling into the monolithic brand approach. The brand changes the colour nomenclature depending on the product. The existing label is represented mainly by its logo and shield as part of a visual identifier. Considering this information, a new study was formulated based on several ideas, which will be described while presenting this case study.

First, there are conventions for beer brands in the brewing market, which synthesized element disposition, colours, and typography to communicate with their target audience. Since the traditional consumer knows, based on experience, some of the colours used in the product may reflect even the expected flavour. For instance, a world-famous stout, as a common practice, uses black, as part of a convention for that particular recipe, as for pale ale commonly represented by a green colour. There was also considered a military story-telling regarding the events and participants on the Vimy Ridge Battel consequently, some elements of war were taken to portray a specific branding for each product of the family, which will even consider the special editions for the future, making them a collectible item.

Throughout the process, there was a consideration to incorporate distinct elements from the participants in this historic event. One of the classical elements of military division’s shields could become a symbol for each product, yet it was not how to address a such an important topic. Since the different divisions have diverse tasks, and each one is as important as all others, a decision was made to create a line of different illustrations with a vintage style, depicting those times yet incorporating modern elements and taking only the shield of the Vimy Brewing company logo to represent the brand identity. The result can be seen here.

As stated before, the rebranding of the products considers many different aspects, among them the disposition of elements, from top to bottom, typography, specific colour convention representing flavour, distinct illustrations for the main image for the background, for the names of division exalting some of the corps, leaving a path for future product incorporations. The concept is close to the monolithic standard, yet it has more the approach of a collation that gathers different products but with similar presentations, making a strong and consistent product line. Combining these ideas, the new product will be close to the following renders.