Background
The origin of our name isn’t just a trendy ode to Canadiana. It is a tip of the toque to our Forest City heritage, which was a tobogganing mecca in the late 1800’s. Toboggan clubs sprang up all over the city and soon the sport solidified into a citywide spectacle catching the eye of visitors such as famed author Mark Twain.
Massive wooden ramps were built all over London including sites at Wolesley Barracks, Western University, along the hames River near Ann St., which was the location of the original Carling Brewery, and as well beside the original and current Labatt Brewery. The most impressive ramp was a 485 foot long double chute, located across Victoria Park from us at Wellington and Central.
Massive wooden ramps were built all over London including sites at Wolesley Barracks, Western University, along the hames River near Ann St., which was the location of the original Carling Brewery, and as well beside the original and current Labatt Brewery. The most impressive ramp was a 485 foot long double chute, located across Victoria Park from us at Wellington and Central.
It’s in this spirit of toboganning, where people from London and area come together to have fun and enjoy locally made beer and food, that we bring you the Toboggan Brewing Company.
Original Identity
The original Toboggan branding was clean, slick, and had a nice craft brewery feel to it. However, this beautiful logo also has several flaws– when scaled down it loses some of the finer details making it harder to recognize.
Initial Concepts
Toboggan Brewing Co. is based in London, ON, which houses two of the biggest party schools in Canada– Western University and Fanshawe College. Currently, Toboggan doesn't do enough to capitalize on these young students. The main idea behind a lot of these concepts was to make the brand identity more playful, therefore attracting a younger audience, hence the round shapes.
Finalized Logos
On the left is the refreshed Toboggan logomark. It displays playfulness while incorporating the company's rich heritage. At first glance you can instantly tell the mark is a beer mixed with a sled of some sort. On the right is the custom wordmark. It is built from the typeface Vääksy Round, designed by myself. This typeface aligned with the round edges of the Toboggan mark while keeping it professional.
Promotional Material
In addition to the identity, I had the opportunity to create multiple designs for a "drink truck" that could be found at beer festivals, special events, etc. This truck would have a custom wrap around the whole vehicle as well as custom menus for the customers.
Seasonal Advertisement
This ad is designed to run during the holiday season where there is plenty of snow (the perfect time to go tobogganing). The idea is to connect family time and Toboggan Brewing Company– where you can enjoy plenty of family fun dining in and pints of your favourite beers.
Thanks for Viewing
If you enjoyed my work, an appreciation goes a long way. I am constantly looking for awesome people & brands to work with, if you're interested in creating eye-catching designs you can contact me via email or social media:
