KENSINGTON
BREWING
COMPANY

Look Out of Place

CASE STUDY № 12

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PROJECT BRIEF

With its founding in 2011, Kensington Brewing Company has become a staple of the vast selection of microbreweries in Toronto. With so many competitors vying to gain the attention of craft beer lovers, Kensington Brewing Company has engaged Arc & Co. Design Collective to develop a brand and visual strategy that will distinguish the company from the rest.

As the company is named after the well known Kensington Market neighbourhood, they have also had difficulties establishing their own unique message that is not confined to a particular geographical area. They also sought a packaging design system for all of their products to make them easily recognizable in the Beer Store and LCBO shelves, as well as in social media, where they hope to increase their presence.

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PBX SCORE™ (prior to project start):

FOCUSED IDENTITY: 60%

OBSERVABLE TOUCHPOINTS: 60%

USER ENGAGEMENT: 30%

REALIZED VALUE: 60%

DESIGN SOLUTION

Based on the results of quantitative and qualitative research, it was determined to shift the intended target market towards the untapped 19-24-year-old demographic. As a result, Kensington Brewing Company will be positioned as the brand that introduces microbrewed beer to young adults.

To further reach this audience, “Look Out of Place” was conceived to highlight not only the quirkiness of the Kensington neighbourhood, but also a message that relates to a younger demographic. Aside from being random, humourous and loud, the new visual brand system has created a very unique graphic design that stands out against all the other craft brewery brands. As a result, Kensington Brewing Company has found its unique place in Toronto's ever-growing craft beer market.