LAKE OF BAYS - PACKAGING

To generate broader appeal, the brand needed a whole new look, feel and backstory. It had to have roots, but also be different from Muskoka Brewery, which was capitalizing on the gentrification of the area by Torontonians. From this came the decision to celebrate the authentic, industrious, inspiring spirit of the North.
The rebrand began in July 2012 by renaming all of the Lake of Bays brands, and redesigning their labels. 

Results: The objective was to expand beyond the original Baysville area, and the available locations carrying Lake of Bays brands doubled. Sales for the first year were also up 72% against a 50% objective.

Awards: 2013 CASSIE AWARD: BRONZE – Packaging Category

Writer: Mike Appleby & Tim Glenn