Steam Whistle is taking design inspiration from the past in a category where hyper-innovation is the norm.

The Toronto brewer is celebrating its 25th anniversary with a return to its original look and wordmarks that brings back the original green logo and “re-introduces curves to the design, evoking more life and movement.”

The brewery will primarily be using what it calls its Sign Painter and Heritage Crest logos with a new typography system, original colour pallet and updated photography.

“We knew we didn’t want to stray from our roots, but we wanted to add fresh energy into the design, something that grabs attention in a crowded marketplace,” said Catherine Oppedisano, SteamWhistle’s VP of marketing. “Our existing elements had become more corporate, straighter lines, less playfulness. Beer brands shouldn’t take themselves too seriously and we knew it was time to re-infuse that nostalgic, light-hearted energy.”

Oppedisano tells strategy that it’s crucial for a brand like Steam Whistle to ensure every element of packaging works in a category where hyper-innovation is the norm.

The rebrand is the latest step by the brewery to embrace its origins and reflect its “Do One Thing Really, Really Well” positioning. Elements of the return to Steam Whistle’s retro brand style have been in the works for more than three years.

“It began with a desire to refocus …  following a brief period when the Steam Whistle lineup had expanded,” Oppedisano says. “In 2022, we made the call to remove everything but our original pilsner from market.”

“Once we committed to going back to our brand roots, we began reintroducing our iconic ‘Drink Steam Whistle Pilsner’ sign-painter logo on merchandise and vehicles and it felt right.”

According to Oppedisano, the fact the brand evolution syncs up with Steam Whistle’s 25th anniversary was a happy coincidence.

“Drink Steam Whistle Pilsner” now serves as the brand’s main logo and call to action. The element had previously been removed from the brand system.

Steam Whistle’s in-house team developed the redesign. The associated campaign was designed, briefed and art directed by the creative team.

The refresh coincides with the launch of Steam Whistle’s “100 Days of Summer” campaign, which will activate through billboards, buses, streetcars, wild postings, event marketing and a digital push promoting its packaging and Roundhouse events in Toronto.

The brand also recently unveiled an LTO 19-ounce “stovepipe” can format at select retailers, including the LCBO, the Beer Store and grocery and convenience stores.

In May, Steam Whistle and paddleboard maker Beau Lake collaborated for a contest that played on the premium qualities of both brands.