Muskoka Brewery – Brand Transformation
Taking a beloved craft brewery from cottage country to the mainstream.
After 30 years, Muskoka Brewery was Ontario’s #1 craft brewery. But its portfolio had grown sprawling and scattered, with sub brands that looked and felt like they came from different breweries.
So we transformed the entire brand, creating a stronger identity and a more focused portfolio. Each beer kept the personality people loved, while a revitalized Muskoka masterbrand tied everything together and gave the whole family more presence on shelf.
We simplified the portfolio and created a new design system that made Muskoka impossible to miss while giving each beer more room to stand on its own.
The Muskoka name became the hero. The iconic chair became a stronger brand asset. And each sub brand got a more distinctive identity, creating a portfolio that felt unified without feeling uniform.
The transformation went well beyond the can. A new brand platform, “Muskoka is Calling”, brought Muskoka’s relaxed, social spirit to life across video, social and in-store, creating one connected brand experience designed to take craft appeal to a much broader audience.
