Award of Merit: Liquor Control Board of Ontario (LCBO) - Growler Packaging Design

As part of the organization’s business mandate, the LCBO developed a special section in one of its flagship stores in Toronto to showcase local and international craft beers. The boutique features a tasting bar and the Growler Stop, where customers can purchase freshly-poured draft beer in oversized, jug-style containers, called ‘growlers’.

Credits

Creative Director: Brad MacIver

Graphic Designer: Cris Jaw RGD

Production Artist: Lyda Arevalo

Marketing Director: Kathy Messersmith

Marketing Manager: Colleen McHughan

Project Coordinator: Debbie Williams

Production Coordinator: Ross Taylor-Munro

Description

As part of the organization’s business mandate, the LCBO developed a special section in one of its flagship stores in Toronto to showcase local and international craft beers. The boutique features a tasting bar and the Growler Stop, where customers can purchase freshly-poured draft beer in oversized, jug-style containers, called ‘growlers’.Custom graphics and labels were designed by the LCBO In-house Design Team for the growler packaging.

One of the main design challenges was to create a packaging solution that would stay true to LCBO branding, while also appealing to craft beer enthusiasts. It was also necessary to source and test various paper stocks for the growlers’ information hang tags, which needed to be moisture-proofed and sturdy enough to withstand condensation in the beer fridges.

The Craft Beer Boutique officially launched on September 17, 2015, and has received lots of media and industry attention. Local beer makers are very supportive of this initiative and look forward to roll-outs of additional boutiques province-wide. New locations with Growler Stops are currently in the works.

In-House Design Awards 2016