Molson Coors came to us to as a trusted glass expert and partner to create a new Coors Light glass for global use. The objective: to create an iconic glass shape that embodied ‘mountain fresh’. Working with the international Coors Light Committee as well as procurement teams from around the world, Brand Concepts also guided Coors Light’s advertising agency. Sharing the elements behind our design helped them devise a strategy that would leverage the glass as an asset that aligned with the brand. We collaborated with Sahm, the glass supplier who, with our direction and input, designed the glass. Today, the Coors Light signature glass is enjoyed in Canada and the UK.
When McAuslan wanted to bring their St-Ambroise glass to the next level, they asked us to create a custom signature glass. We collaborated with Sahm and world champion sommelier Markus Del Monego to create a shape that delivered the taste profile of St-Ambroise. The shape was engineered to ensure the beer tasted fresh and quenching from the first swig to the last sip. To brand the glass as uniquely St-Ambroise, we added an embossed stem to the new shape.
When Beau’s approached us about setting their Oktoberfest beer mug apart from conventional vessels, they were in the market for something very different. Drawing inspiration from vintage Oktoberfest mugs, we created a special salt glaze finish and a debossed logo treatment. The decorating technique helped Beau’s establish their brand identity and stand out in a sea of traditional Oktoberfest mugs.
The Toronto Festival of Beer wanted to eliminate the risk of their glass sampling mugs being broken – especially off the festival grounds in the nearby neighbourhood. To solve the problem, we created a plastic version of their mug that looked and felt like real glass. We achieved this standard by using a first rate manufacturer in China that employed best practices and processes equivalent to factories with the highest standards in Europe and North America. The result: a sampling mug of high quality that did not diminish quality perceptions of its contents.
After designing a Wall Mounted Opener for a holiday in-case promotion, Steam Whistle asked us to turn their concept into a working product. Our team developed a magnetic backing for the cap catcher so it could easily be removed and reattached after emptying the caps inside the cap holder. We also upheld brand integrity by ensuring the details of the Round House were maintained in the emblem. This collaboration resulted in the creation of a successful product that was awarded an ELSIE award by the LCBO. It remains one of Steam Whistle’s most popular merchandise assets, and to this day, it continues to fly off the shelves.