Mill Street Brewery - Blue Wave

Logo - Single

2023

Mosaic North America, Toronto, ON
w: mosaic.com

Executive Creative Director: Dave Watson, Laura Serra Creative Director: Nick Pilon, Jef Moore Designer: Daniel Halyburton Copywriter: Henry Park, Mat Levinson, Mike De Candido Illustrator: Tony Melino Account Director: Jade Mulroney Vice President: Ann Laudenbach Strategist: Isabel Chalmers Brand Strategy: Sub Nijar Client: Mill Street Breweries, The Toronto Blue Jays

How could Mill St. stand out in the most saturated craft beer markets in Canada? Partner with the Toronto Blue Jays and create a stadium-specific beer dedicated to the fans. Introducing Blue Wave - a rally cry in a can. Inspired by The Wave, Blue Wave featured colourways lifted from the teams 'New Blue' uniforms, embossed stitches in the shape of The Wave and a custom wordmark to tie the packaging and idea together. Blue Wave made an impact on fans becoming the #1 craft beer launch in Ontario.