Molson Canadian Convertible Signature Handle
Molson Canadian is a heavily decorated, world-renowned lager beer, particularly popular in North America. With a refined, refreshing taste and long-standing reputation, Molson-Coors sought out to display their flagship beer in a new light with updated packaging and graphics, and a new tap handle to lead their on-premise marketing campaign.
Convertible Tap Handles
Most tap handles are a single piece. A tall, slender brand billboard, looking to grab your attention at the tap. However, bartenders and distributors often find themselves in the situation where a handle will not physically fit into the allotted space available on the font. Molson challenged us to create a handle that could be converted from tall to short, eliminating the need to purchase two differently sized pieces to fit various venue needs.
Packaging Aesthetic
In a recent brand update, Molson reverted to using a two color, split-shield graphic surround for their primary text logo, with an updated gold leaf icon as the keystone. They retain a clean sans-serif typeface for the Molson brand, while bringing back a tall, two-toned serif style to the Canadian wordmark.
Inspiration and Maple Leaf Influence
I was inspired by Molson’s return to their graphic heritage, and wanted to bring a modern twist to designs from the past. To achieve this, I focused on integrating cast metal maple leafs, and a mix of wood and simple white finishes.
Molson has also historically used many torch- like handle forms, with the maple leaf used to represent the flame atop, or for hockey themed interchangeable toppers.
