FRESH | MOLSON MASTERBRAND UNIFIES BREWS (AND NATION)

CHICAGO IL. To give Canadians a clear understanding of why Molson exists and what it stands for, the company has partnered with BrandOpus to unify it’s many beers under a masterbrand that can reignite Canada’s passion for its brews. “Our aim was to create an ownable and clear visual identity that reflects a cultural moment relevant to Canadians’ lives today,” explains Leslie Malcolm, Vice President of Marketing in Canada. A new “We Are Many” creative thread, developed by the global branding agency, echoes the diversity of Canadian culture and the desire to bring the nation together through its products. At the center of the visual identity is an adaptable system of a mosaic of hexagons — bringing ownability to illustrative and photographic assets. The new Molson Masterbrand logo takes the distinctive script wordmark and holds it within the hexagon. A pairing of complementary typefaces provides flexibility across touchpoints, ensuring that the brand remains strong while complementing already established color palettes of the products that sit under the masterbrand. A library of journalistic-style photography, shot across multiple locations, represent different slices of life, from backyard BBQs to rooftop parties to hockey games, highlighting moments of inclusive connection across Canada. Nir Wergrzyn, BrandOpus CEO commented: “By unifying the portfolio and breathing new meaning into Molson, we have helped create an iconic identity system at a masterbrand level. We believe that the brand’s new design system will work seamlessly across multiple channels and put people and product at the heart of the brand.” brandopus.com