If you have picked up a recent Food & Drink Magazine lately at your local LCBO — the Editor; Jody Dunn mentions you may find something different on the cover. They are currently in the works of their rebrand. Which, LCBO being such a renown (at least in Ontario) brand, with their forest green — and bold acronym sarif typeface, what a task to take on indeed.
Not to mention their tag line has changed as well. It is much more inviting and comforting:
LET’S GET TOGETHER
Don’t get me wrong ‘Discover the World’ was inviting too, but this new tag line just makes me want to snuggle up by the fire with my husband with a cooled riesling gewerstemeiner in my hand, or have a barbecue with a bunch of friends, laughing on a hot summer day — sipping a rum and coke. Which in my opinion is much more ‘Canadian’. Or maybe that should be beer, regardless you get the point.
Kudos to the marketing team at the LCBO, and Leo Burnett — I can’t wait to see the transformation of the stores this summer.
September addition: Since I have written this post there has been some controversy over the price point. Fair enough, since the LCBO is a monopoly and really has no competitors to speak of aside from the Beer Store — yet another monopoly. The whopping 500,000 price on the brand redesign, can’t this teach us something? Is a great rebrand not worth a high price point? Yes, I know this is my and everyone else’s tax dollars going to this, but does this not tell us that good branding is worth good money not to mention a great case study example for the advertising and design industry?
I don’t know, maybe I am being too optimistic about it, but I really do see it as a positive thing.