Strategy
- Vision Fest Planning Session
Creative
- Brand evolution
- Brand book
- Custom photography
- Packaging design
- Point of sale folder & product sheets
Social Media
Interactive
- Website UI & UX design
- Website development
Digital
- Digital marketing strategy
- Digital marketing management
Challenge
Preserving Heritage and Resonating with Key Audiences
With a century of heritage behind it, making changes to the Canada Malting Co. (CMC) brand carried significant emotional weight. The leadership at CMC was deeply invested in ensuring that the brand’s equity was preserved while evolving its appearance. Additionally, it was crucial that the messaging and brand materials effectively resonated with CMC’s key audiences: farmers, brewers, and distillers.
Solution
A Collaborative Brand Evolution
A two-day Vision Fest planning session united CMC representatives nationwide to collaborate on brand evolution and secure team buy-in. The logo mark’s framework was strengthened while preserving its recognizable shape, ensuring consistent reproduction across diverse platforms.
Custom on-site photography captured the essence of Alberta and featured in new packaging and point-of-sale materials, celebrating the grain’s origins and CMC’s enduring farmer and community relationships. The heart of CMC’s offering was conveyed through point-of-sale materials, spotlighting the human recipe behind crafting exceptional malt and the values that underpin CMC’s relationships with farmers, brewers, distillers, and the community. These foundational elements culminated in the design and development of the refreshed CMC website, serving as an informative platform for users to explore the brand’s history and the malt-making process while showcasing various product types.
Results
A Heartfelt and Exceptional Brand
The evolved Canada Malting Co. brand is a testament to the company’s remarkable product, underpinned by a century of heart and commitment. It successfully carries forward the brand’s equity and resonates with key audiences, securing CMC’s enduring place in the industry while celebrating its rich heritage.
Canada Malting
