The Keg Redesign

Craft Art Direction - Series


Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Ad Agency: Rethink Client: The Keg Chief Creative Officer: Aaron Starkman, Christina Yu Creative Director: Loretta Lau Art Director: Loretta Lau Designer: Erin Maguire, Brie Lim Illustrator: August Lamm Strategist: Julian Morgan, Savannah Onofrey, Sean McDonald Producer: Narine Artinian Account Director: Kai De Bruyn Kops Account Manager: Megan Burrow, Allie Kennedy

Winning Website: rethinkcanada.com

Instead of an overhaul, we evolved the brand from what felt like a lifeless, cookie-cutter franchise to what it is – a warm, welcoming and energetic restaurant that consistently delivers. Once we shifted this emphasis from experience into design and placed warmth and energy into the branding, the perception flipped. The evolution became a shout-out to what The Keg is known for.