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Canada Malting Co.

Canada Malting Co. (CMC) was formed in 1902 and is the largest provider of malt in Canada. Part of a global network of malt houses and distribution centers that combined are the 4th top global malt producers. Operating malthouses across Canada and 9 County Elevators, CMC produces approximately 400,000 metric tonnes of malt per year for brewers and distillers around the world.

CMC approached Flipp looking to evolve their iconic brand and improve their marketing materials to better align with their position in the market, and their vision for the future. It was important for them to remain competitive and top of mind in the world of malt and to ensure that their brand strongly communicated their commitment to their craft.

Services Provided

Brand evolution
Brand book
Custom photography
Packaging design
Point of sale folder & product sheets
Social media strategy
Website design and development
Digital marketing strategy
Digital marketing management

Challenge

When you’re working with a brand that has a century of heritage behind it, there are going to be some heart strings pulled when you talk about making any changes. It was important to the leadership at CMC that the equity in the brand was carried forward with the new look. We also needed to ensure that the messaging and brand materials we’d be working on resonated with their key audiences: farmers, brewers and distillers.

Solution

We hosted a 2 day Vision Fest planning session with CMC representatives from across the country. This fostered a collaborative approach to the brand evolution and ensured buy-in from the team. We worked with CMC to strengthen the framework of the logo mark – while embracing the shape and structure that had become synonymous with the company. The evolved logo allows for stronger reproduction and integrity across all platforms. From train cars to signage, hats to grain elevators, the mark would remain identifiable to each community. Custom on-site photography captured across Alberta was used on the new packaging lineup and point of sale materials to showcase the origins of the grain, celebrating Canada’s agriculture industry and CMC’s relationships with the farmers and communities. The CMC offering is truly showcased in the point of sale communication booklet and product brochure. This piece illustrates the human recipe behind crafting a great malt. CMC’s ingredients are their values – relationships with farmers, brewers and distillers, community, and consistency. All of these foundational brand elements were brought together when designing and developing the refreshed CMC website, which allows users to explore the history and process behind the malt, as well as serving as a sales tool by showcasing the individual product types.