2024 Winner

Madawaska Microbrewery’s new logo design from LG2 draws inspiration from the river that shares the brand name, capturing both its sinuous movement and the aesthetic of the Quebec region’s landscape. It takes advantage of a modern yet retro graphic style, highlighted by typography reminiscent of the 1970s. The logo incorporates a symbol representing the letter M and its reflection in the river’s winding waters.

The design’s simplicity and distinctiveness were crucial in a crowded craft beer market, ensuring Madawaska stands out among competitors. The renewed brand’s popularity surpassed expectations, leading to beer shortages due to high demand. (Madawaska beer was also added to the lineup at the brewery owner’s restaurant, where it led to a 30% increase in revenue.) Additionally, the widespread adoption of Madawaska merchandise across Quebec showed a strong public embrace.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Microbrasserie Madawaska

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Luc du Sault, Marc Fortin, Josh Stein
CREATIVE DIRECTION: Jacques de Varennes
COPYWRITING: Anthony Verge
ART DIRECTION: Anthony Verge
STRATEGIC PLANNING: Gabrielle Jacques
ACCOUNT SERVICES: Marilyne Beaudoin, Charlotte Fabre
PROJECT MANAGEMENT, PRODUCTION: Julie Pichette
ILLUSTRATION: Anthony Verge, Nicolas Poulin
INFOGRAPHY: Sylvain Grégoire

[Individual Credits - Client - Microbrasserie Madawaska]
Martin Rioux-Beaulieu, Éliane Deschesnes-Plourde