Noted: New Logo and Packaging for Unibroue by lg2 boutique

March 10, 2016 - Uncategorized

Lost Wings

(Est. 1993) “Unibroue (or Unibrew) is a brewery located in Chambly, Quebec, Canada that was started by Serge Racine and Quebec native, André Dion. The company was purchased by Sleeman Breweries Ltd. in 2004, which was itself taken over by Sapporo in 2006. The company was incorporated in 1993 and is the first of three microbrewing companies in Greater Montreal area, both chronologically and in terms of sale benefits. It exports to the United States (under the name Unibrew).” (Wikipedia)

Design by: lg2 boutique (Montreal, Quebec)

Opinion/Notes: The old logo was EPIC. Rocking some Uncial blackletter and a “U” with hops and wings all rendered in a heavy-handed gold bevel. There was so much wrong with it it could no wrong. Except that, yes, it was painfully outdated and completely out of line with today’s aesthetics. The new logo is not nearly as epic but maintains the mystic/runic vibe through much more commendable typographic work. The packaging maintains the recognizable illustrations but refines everything else around them. The names of the beers are nearly in the same typefaces as before but have shed their bevel effect and all the information on the labels is easier to red. The wrap around the neck of the bottle is probably the biggest improvement, increasing the size of the logo and creating a more striking shelf presence. The boxes and cases also look great with the big illustrations and large beer names complemented by good typography for all the information. Overall, a good evolution that keeps the original’s intent.

Related Links: lg2 boutique project page

Select Quote: The challenge for lg2boutique was to boost the brand’s awareness, redo its platform and refresh the design of its packaging – all the while respecting the image that made the brand’s reputation. Scenes recalling popular Quebec legends were kept, but their look was reworked and aligned. The new logo now appears on all sides of the packaging, notably on the black band at the bottom of cases, producing a brand blocking effect on shelves. The logo was also repositioned on the bottles for quicker brand recognition.