For millennials, the call of nature, the need to disconnect and embrace a simpler way of life has become an aspirational luxury. Boréale offers a philosophy and vision that fall in line with these desires: celebrating the great natural spaces of Quebec by brewing beers without artifice, composed exclusively of natural ingredients. Drawing on its new brand positioning “Celebrate life naturally,” a nod to the brand’s heritage, Boréale had to redo its brand identity, architecture and communication campaign.

The logo, brand platform and packaging were all redone. The emblematic Boréale bear, now freed from the main logo, was updated and placed at the heart of the new identity. The polar bear occupies a central place at all touchpoints to facilitate brand recognition. The idea was to create a “shelf-scape” of a group of polar bears walking along the grocery shelves. The strip of snow is the visual link between the different SKUs, creating a flowing white block. The Boréale blue occupies a prominent place on the packaging, reminiscent of the vast, open spaces of the north. The bright colours of the SKUs reflect the different types of beer in the product lineup.

In the first 4 months following the launch of the new brand identity, the number of hectolitres sold increased by 10.29% compared to the same period the year before, while the number of hectolitres of beer sold in Quebec decreased by 3.06% during that time.