Branding

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2018 Brands of the Year: Chevrolet drives the Canadian Dream

The brand’s masterbrand approach is one rarely seen in automotive marketing today.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

Extreme Pita

Extreme Pita ramps up flavour

The pita chain places greater emphasis on taste in a new campaign and branding strategy that includes in-store activations.

Kevin O'Brien

Transforming Weight Watchers in Canada

President Kevin O’Brien explains how WW’s new branding falls within local wellness trends.

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Iceberg Vodka gets a new look

The Canadian-owned and made vodka brand plays up its roots to stand out in a crowded market.

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Simplii Financial launches first-ever campaign

The online-only bank worked with Juniper Park/TBWA to build the brand from the ground up.

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Steam Whistle steams ahead with new packaging

The brewer adds nutritional information to target young Canadians who want to know what’s in their beer.

Neal Brothers rebrand

Neal Brothers rebrands to focus on ‘goodness’

The company is celebrating its 30th anniversary with new branding and its first real marketing campaign.

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Van Houtte explores what it takes to be a master

Ahead of its 100th anniversary next year, the coffee brand highlights the traits that get someone to the peak of their craft.

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Notable Life expands its branding capabilities

The media group has bolstered its marketing offering with the acquisition of Toronto branding agency Convey.

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Lego builds a sustainable future

The company’s head of corporate responsibility talks about the iconic toy brand’s renewed focus on sustainability.

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Glenn Hollis joins Carrot Rewards in advisory role

The former Manulife CMO will help the rewards platform develop a product roadmap and a “pay-to-play” offer.

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Dempster’s moves to masterbrand approach

The brand’s new “Made By Canada” positioning attempts to re-establish a connection with consumers by showcasing its roots.

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Petro-Canada invites you to ‘Live by the Leaf’

The energy and gas company focuses on shared Canadian values in its first brand refresh in decades.

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RYU expands its universe

The CEO of Respect Your Universe talks about growing his Canadian upstart into a competitive global force in the athletic-wear category.