We wanted a symbol that was immediately identifiable with the Park, but also one that represented Anthony’s vision and high aspirations for his Belgian Style beer.
The brand required an architecture that would accommodate four core beers plus seasonal beers that would come into rotation at different times throughout the year.
There were several factors that we had to take into consideration: The retail environment in British Columbia like the Beer Store in Ontario was mostly a behind-the counter operation with a very limited number of brands on display for shoppers to choose from.
Licensee sales would make up a significant portion of total sales The label design had to be visible even in bars and clubs with low ambient light.