A microbrewery that decide to play in the big leagues.
Context: The Alchemist is a well known microbrewery from Joliette in Québec, Canada. It is the largest microbrewery in Québec, offering 15 different kind of beers. They have fidel consumers, lovers of real tasty beers.
Challenge: 1- Evolve the design of packagings without loosing the look and feel (for the consumers to be able to recognize their beer once on the shelves). 2- Make the brand become a recognisable one. 3- Update all consumers point of touch with the new look.
Solution: First we decided to simplify the brand name which was L'Alchimiste Microbrasserie to just Alchimiste Microbrasserie. Then we created a logotype that have what it takes to compete against major commercial beer brands on the market. A logo with a symbol that would be easily recognisable in a very crowded market environnement. We kept the bones of the old graphic structure and built on it. Conserving the color codes for each beer and applying a stronger and more consistent look so the consumers would recognize the box at a glance. We went for maximum evolution, without seeing a total revolution.
FEATURED ON: The Dieline
Client: Microbrewery Alchemist
Agency : Saint- Jacques Vallée Y&R
President and CEO : Jaques Labelle
Creative Director : Pierre Nolin
Chief of creation : Patrick Michaud
Art direction and graphic design: Nicolas Baillargeon
Vice President consulting service : Marie- Andrée Bertrand
Director of Consulting : Alexandre Lefebvre
Advisor: Alexandre Bélanger
Production Manager: Bruno Lefbevre
Infographic: Michel Francsali