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.
Results
The evolved Canada Malting Co. brand showcases the company’s exceptional product, backed by a company with a lot of heart.
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