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•  The Story

Change is inevitable. However, when it comes to marketing a well-loved Canadian icon, managing that change is critical. The graphic design firm hired to redesign their packaging did a remarkable job aligning the brand and it's various product offerings. They were sensitive to the almost fanatical relationship loyal Sleeman customers have with their favourite brews and took great care to ensure the new Sleeman look was firmly rooted in past traditions.

My strategy of introducing Sleeman's new look to customers was to pay homage to their old look. Assuring customers that while the outside of the bottle may have changed, the beer inside hadn't.