Canada Malting Co.

READ THE CASE STUDY

Established in 1902, Canada Malting Co. (CMC) stands as the largest malt provider in Canada and is an integral part of a global network of malt houses and distribution centers. This collective effort ranks them as the fourth top global malt producer. With a presence spanning malthouses throughout Canada and 9 County Elevators, CMC is a key producer of approximately 400,000 metric tonnes of malt each year, serving brewers and distillers worldwide.

In pursuit of further excellence, CMC turned to Flipp, seeking to enhance their iconic brand and refine their marketing materials. The aim was to align their brand with their prominent market position and their forward-looking vision. Staying competitive and retaining a prominent position in the malt industry while ensuring that their brand reflects their unwavering commitment to their craft were of paramount importance.

Strategy

Vision Fest Planning Session

Creative

Brand evolution
Brand book
Custom photography
Packaging design
Point of sale folder & product sheets

Social Media

Social media strategy

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