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New Logo and Packaging for Unibroue by lg2 boutique
 

before

after

Noted Mar. 10, 2016 by Armin

Industry / Consumer products Tags /

About

(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)

Related links

lg2 boutique project page

Relevant 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.

lg2 boutique project page

Images (opinion after)
New Logo and Packaging for Unibroue by lg2 boutique
OLD logo detail. I don’t usually show old logos in detail but, yeah, this one deserved it.
New Logo and Packaging for Unibroue by lg2 boutique
New logo detail.
New Logo and Packaging for Unibroue by lg2 boutique
A sampling of old bottles.
New Logo and Packaging for Unibroue by lg2 boutique
New bottles.
New Logo and Packaging for Unibroue by lg2 boutique
New Logo and Packaging for Unibroue by lg2 boutique
4-pack.
New Logo and Packaging for Unibroue by lg2 boutique
New Logo and Packaging for Unibroue by lg2 boutique
New Logo and Packaging for Unibroue by lg2 boutique
6-pack.
New Logo and Packaging for Unibroue by lg2 boutique
Sampler case.
Opinion

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 Except that, yes, it was painfully outdated and completely out of line with today's aesthetics.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.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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