Shawn & Ed Brewing Company

The craft beer revolution has hit Canada with year-over-year growth exceeding 25% in some markets. The number of varieties available on-shelf is growing weekly. We developed the Shawn and Ed Brewing brand strategy, identity and packaging program, taking a different tack from what is fast becoming a “craft brew look” cliché. We forged a timeless identity and aesthetic born out of the brewery’s location and its deep roots in Canada’s industrial heritage.

The identity system was built to accommodate name and special edition releases while continuing to build the brand equity across all products.

We believe in building a strong brand foundation based on stories. Shawn & Ed Brewing had the perfect one with the brewery itself starting life as a curling and skating rink in the 1880’s, a time when the province of Ontario was the industrial heart of Canada. This industrial heritage inspired the aesthetic behind everything the new branding touched including the signage.

Research

Strategy

Naming

Branding & Collateral

Signage

Packaging