Project Type: Produced, Commercial Work
Client: Molson Canada
Location: Montreal, Canada
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium cans, Bottle labels Metallic PSL
Printing Process: Dry Offset- Cans, Gravure-Bottle labels
Global branding experts, BrandOpus, have worked with Molson Coors to rebrand its Molson portfolio of beers, including Molson Canadian. The bold rebrand encompasses every aspect including a new iconic identity for Molson and a new brand strategy and architecture across one of Canada’s favourite portfolios of beers, including Molson Canadian, Molson Export, and Molson Dry.
Molson Canadian is one of Canada’s most iconic beers, sponsoring the National Hockey League for the past 7 years. The Molson name has been synonymous with Canadian values for over 233 years. John Molson founded Canada’s oldest brewery on the banks of the St. Lawrence river in Montreal, as well as helped to create Canada’s first railway, theatre and the Montreal General Hospital. Still an integral part of community life and society, Molson is present at sporting events and family celebrations.
Molson challenged BrandOpus to renew the magic behind the Molson name and establish it as a definitive meaningful masterbrand.
To generate reappraisal and drive the visual presentation of the brand, we looked to revive Molson visual equities that had been lost over time. For generations Molson has been making its mark on Canadian culture, through bringing in historical elements we have been able to evoke the values of founder John Molson and his legacy but in a forward-facing, timeless way.
Once we defined a new visual identity for the masterbrand we extended the same principles into the sub-brands within the portfolio. Each of the Molson sub-brands retains key equities but with the Molson identity playing a much more active role to drive recognition and meaningfulness across the entire portfolio.
The Molson Coors Canada brand now has a single-minded approach, driving impact and meaning across their range of exceptionally Canadian beers.
Nir Wegrzyn, Global CEO, BrandOpus says, “By diving into Molson’s past we were able to leverage a new identity which reflects Molson’s future whilst ensuring it feels relevant to today. The new masterbrand creates a unified portfolio in which each product plays a clear role in the consumers lives.”
Kim Dunphy, Creative Director North America, BrandOpus says, “We were thrilled to have the opportunity to rebrand one of Canada’s favourite beers. Rooted in the brands extensive visual history, we reimagined an identity for Molson that boldly conveys its expertise and heritage to the next generation.”
Joy Ghosh, Senior Director Marketing, Molson Coors Canada says, “What a unique and humbling responsibility it is to uphold a heritage so rich. I’m proud to be a caretaker of this legacy, and to share the Molson story and its impact in our Canadian community. This new visual identity is not just about commemorating our 233-year history, but it’s about our drive to keep the legacy going. To act today and inspire tomorrow.”