Muskoka Brewery
The Idea
We saw an opportunity to make Muskoka Brewery more distinctive at every level, from the master brand to the individual beers. We simplified the portfolio and created a new design system that made Muskoka impossible to miss, while giving each beer more room to stand on its own. The Muskoka name became the hero, the iconic chair became a stronger brand asset and each sub brand got a more distinctive identity, creating a portfolio that felt unified without feeling uniform.
Where the Audience is Headed
A
Choosing beer to match the moment.
Younger drinkers are drinking beer less frequently than previous generations, but they’re more deliberate about what they choose. Brand choice is increasingly shaped by the occasion, with consumers looking for beers that enhance the experience.
Where the Brand is Headed
B
From Ontario’s leading craft brewery to a mainstream contender.
Muskoka was Ontario’s number one craft brewery, but its sprawling portfolio and generic outdoors positioning had left the brand caught between the limited craft market and the highly competitive mainstream beer category. It needed to sharpen its focus and define a stronger role for the master brand.
Where Culture is Headed
C
The best of craft and mainstream.
Beer culture is moving towards flavour diversity and authentic localism, while consumers still expect the familiarity, consistency and availability of mainstream brands. The opportunity was to bring these expectations together.
THE Destination
D
A sharper portfolio built to take craft further.
1.
Each beer gained a more distinctive identity and clearer role within the portfolio.
2.
A stronger Muskoka masterbrand and iconic chair gave the portfolio greater presence on shelf.
3.
The brand is now positioned to bring the appeal of craft to a broader mainstream audience.
