Labatt Blue Rebrand

By keeping the familiar Labatt Blue colour scheme but updating the typography and imagery style, this rebrand produces a fresh new take on a classic Canadian brand. The logo stays a word mark, but is given a clean new typeface update. Labatt and the Canadian flag are replaced by a smaller flag and red dot over the Blue word mark and traditional Canadian heritage imagery is wrapped underneath the design of each can. The dot is then repeated as a pattern across a variety of collateral. This allows the branding to be minimal while also being bold- the logo can be resized small or large and still retains it’s impact, and stands out just as equally on shelves or on the header of stationery.

The brand’s imagery is distilled down into a repeating polka dot pattern that is both playful and eye catching. It is easily translatable across many different mediums. The ads utilize a fresh new illustration style to appeal to younger audiences that would usually not pick out Labatt Blue on the shelves.

Note: This was completed as a school portfolio project.