Well, I just got back from Toronto, and as much fun as I had in every possible capacity, there was one subject above every other that I could hardly wait to write about. That subject is Steam Whistle Pilsner, a microbrewery which calls Toronto home. Located in the former CPR Roundhouse in the heart of downtown, this company is a perfect example of what proper branding can be. Born of a simple idea from “Three Fired Guys” to provide a world class beer with a world class brand, the culture “brewed” within the walls of the factory was highly contagious. I noticed a genuinely warm atmosphere where each employee bought into the philosophy that what is good for the goose is good for the gander. Their unique approach can be felt at every level of the company, from the processes in the tanks (four ingredients, all natural, lengthy fermenting times) to the bottle (using an original 1950’s mould which had to be rebuilt) to the unique packaging (the 12 pack is a suitcase with two rows of six bottles filling its cardboard walls). Furthermore, the brand is consistent at every touchpoint, using it’s three-colour formula and logo creatively across all platforms. Please check it out personally the next time you’re in downtown Toronto, I highly recommend it.
I can’t believe all the times I’ve been to Toronto, I’ve still never been here. Sounds like a great time, and I’m with you - I love their brand.
Everything you said is very true. I stop at the brewery every time I’m in Toronto. I also had the chance to work there for a day it was great. http://www.steamwhistle.ca/blog/?p=145