Global branding experts BrandOpus have collaborated with Molson Coors to rebrand its Molson portfolio of beers, including Molson Canadian. The rebrand encompasses every aspect including a new identity for Molson, and a new brand strategy and architecture across one of Canada’s favorite portfolios of beers, including Molson Canadian, Molson Export, and Molson Dry.
Molson challenged BrandOpus to establish the Molson name as a definitive and meaningful masterbrand. To generate reappraisal and drive the visual presentation of the brand, the creative team looked to revive visual equities that had been lost over time. Nir Wegrzyn, Global CEO, BrandOpus said, “By diving into Molson’s past we were able to leverage a new identity which reflects Molson’s future whilst ensuring it feels relevant to today.”
Once the new masterbrand was developed, they extended the same principles into the sub-brands within the portfolio — retaining key equities but with the Molson identity playing a much more active role.