Equals Brewing
ROLE: Brand Strategy, Creative Direction, Copy
Building a branded beer business
As one of Ontario’s largest B2B contract brewers, it was time for Equals Brewing to build its own portfolio of B2C craft beer brands. First, Shake Lager honoured the legacy of one of the company’s late founders, but when it won gold at the Canadian Beer Awards, the time was right for a refresh. The new brand positioning (“Enjoy the Win”) did triple-duty; (i) it was a nod to the award, (ii) it honoured the late founder’s competitive spirit, and (iii) it was a celebratory CTA for consumers.
Then, the company acquired Side Launch Brewing. Established in 2014, it had been one of the province’s most successful early craft brewers, but brand awareness and engagement had slipped as clutter on craft shelves grew. The strategic refresh and new badge logo reconnected the brand to the industrious outdoor lifestyle that is intrinsic to consumers across Ontario.
