At the end of the 1980s, Québec breweries welcomed a new member to their clan: the artisanal brewery Les Brasseurs du Nord. Although Les Brasseurs has come to be known for its all-natural Boréale ales, the brewery wanted to match its stride with today’s beer drinkers. So it turned to Canadian agency lg2 to help it introduce the Artisan series, which is comprised of beers already under the Boréale banner as well as brand-new creations, including Scotch Ale du Nord, Pilsner des mers, ISA des chutes, Double Blanche du lac and Saison des plages. “The challenge was to create a different personality for each product while ensuring they were congruent with the Boréale universe. The mother brand’s DNA is still there, though in a more muted way, and the new artisanal side is given greater expression, whether through the open basket packaging or a customized treatment in each case,” says Claude Auchu, partner, head of design, Montréal at lg2. The result beckons beer lovers both new and familiar. Each beer’s packaging represents a different region in Québec, trumpeting the beer’s distinct name while celebrating the nature of the province through the unique creative vision of a local artist.
In a poster series by Cactus, everyone approves this brewery’s award-winning India Pale Ale.