ClientHop City Brewing Co.
DisciplineBrandingDigitalPackaging
Most beer drinkers are familiar with the flagship brand, Barking Squirrel, but don’t know it’s produced by Hop City, one of Ontario’s most established craft beer companies. Based on consumer research, it was clear that Hop City lacked awareness, connection to its product brands and a clear, consistent tone.
With the changing market and a number of new entrants into the craft category, they needed to take a long, hard look at the brand to continue to grow and compete.
To address this, we leveraged the idea of adventure and discovery, which comes to life through a more industrial, city-inspired look and feel. The wordmark is bold, declarative and prominently featured on all products to help elevate the connection to the Hop City master brand and let the individual brands shine through.
Though the rebrand has been prominently featured on the products, the entire Hop City world was updated, including the website, tap handles, coasters, glassware, wearables, sales materials, event experiences and more.
Art & Mechanical nailed our objective, pushing us to exactly where we needed to go
Deanna LichtyDirector of Sales, Moosehead Breweries Ltd.
