New Masterbrand Brings Brews (and Nation) Together
With a focus on elevating the brand and delivering a clear, consistent message, Molson partnered with BrandOpus to reignite Canada’s passion for its iconic brew. Aiming to unify the many Molson beers under a new masterbrand, the work reflects a strategy that seeks to give Canadians a clear understanding of why Molson exists and what it stands for. “Our aim was to create an ownable and clear visual identity that reflects a cultural moment relevant to Canadians’ lives today,” said Leslie Malcolm, Vice President of Marketing in Canada at Molson Coors Beverage Company. A new “We Are Many” creative thread — created by BrandOpus — echoes the diversity of Canadian culture and highlights its commitment to bringing 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 both illustrative and photographic assets. By leaning into a historic brand asset, the new identity drives a clear representation of the many identities of Canada. A library of journalistic-style photography, shot across multiple locations, illustrates different slices of life, all highlighting moments of inclusive connection across Canada. The illustrative assets depict brand assets such as the cans, as well as Molson’s breweries spread across the country’s provinces, mirroring the connectivity of the brand.
The new Molson Masterbrand logo takes the script wordmark and holds it within the hexagon, a symbol of togetherness. A new pairing of complementary typefaces was introduced that gives the brand flexibility across every touchpoint, ensuring that the brand remains strong and distinctive while complementing the already established color palettes of the products that sit under the Molson masterbrand. Nir Wergrzyn, CEO of BrandOpus 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.”
