Branding

UBER04

Shelly’s mission: getting people home safely

Uber and MADD share a story of grief from a driver who is fighting impaired driving.

Penguin Walmart2

Walmart partners with Penguin Pick-Up

Two co-branded locations expand the retailer’s reach into areas of Toronto where access to its grocery offering is limited.

1b

Unlocking your inner brand hacker

Editor Jennifer Horn on the benefits of pulling apart, analyzing, modifying and putting your brand back together again.

Working Group analyzing Reports

How to drive ‘brand love’

A new survey by Oath identifies six key factors that generate the most brand affinity.

Junos

The Juno Awards get a new look

The Canadian Academy of Recording Arts and Sciences hopes refreshed branding will convey it is more than one awards show.

Balzacs41

Balzac’s gets into events with visual refresh

The roaster’s newest cafe will double as an event space to diversify its business beyond just “great coffee.”

SwissChalet1

Swiss Chalet tests millennial-friendly concept store and menu

How a renovated Barrie location fits into the restaurant’s plan to attract diners outside its typical 55-plus customer base.

Federation of Quebec Maple Syrup Producers-A Bountiful Harvest f

Quebec maple syrup gets a new look

The body representing producers in the province hopes a revamped brand will help increase international sales.

WestJetCanadaAir

The year in Canadian advertising

From funny airlines to smart chatbots, these are the stories our readers paid the most attention to in 2017.

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Pur Vodka rebrands ahead of expansion

The new label marks the second time the Quebec vodka company has rebranded in less than 10 years.

Parasol2

Parasol diapers arrive in Canada

The brand will use style to appeal to millennial parents, but faces stiff competition in a saturated market.

Energir

Gaz Metro rebrand a response to stakeholders

Those inside the Quebec energy business wanted a brand that better reflects its investment in renewables.

GreenhouseJuice

Why everyone is copying Greenhouse Juice

The company built a brand in a new category by investing in smart production, premium packaging and home delivery.

Paderno

Paderno debuts new brand platform

Leo Burnett led the cookware brand’s first campaign under Canadian Tire, aiming to connect with consumers’ love of cooking.

Paul Lavoie breakfast

To Beau Lake we go

One year in, Beau Lake is looking to expand its product line beyond paddleboards.