Steam Whistle Brewing Packaging and Identity












Steam Whistle’s brand refresh is reflective of the world-class, European-inspired Canadian beer it makes. The iconic steam whistle at the heart of the logo has been simplified for use across multiple channels and platforms. The packaging is being given a premium treatment, with the incorporation of platinum as a brand colour complementing the green for which Steam Whistle is already well known.

While nutritional labels are not required on beer in Canada, Director of Marketing Tim McLaughlin says that Steam Whistle is “proud of what goes in our beer, and almost more importantly what doesn’t go into our beer.” The labels follow federal standards and display the beer’s ingredients – “pure spring water, select Canadian malt, European hops, Brewer’s yeast” – as well as calories, vitamin content, and other nutritional statistics.

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