Cities Brew Identity
As a branding curator, I urge designers to study this campaign for cultural clarity and craft. studio le_m transforms a 1964 circular logo into a vintage heritage mark, anchored in Ontario legacy. They map Montreal, Vancouver, and Toronto to color systems and city symbols that feel rooted authentically. The tidy system proves packaging and outdoor graphics can narrate local architecture and atmosphere effectively today.
Color choices are precise, red for Montreal history, green for Vancouver ecology, coral for Toronto energy. Each shade is applied across cups, packaging, and large scale displays to signal local identity consistently. Handwritten elements and textures inject warmth, they balance heritage motifs with contemporary urban life and stories. This is a model for global brands who want to translate products into meaningful city experiences.
As a curator, I value work that honors heritage while inventing flexible systems for world use. studio le_m shows how a cup becomes a city canvas, inviting discovery of local cues daily. The result is a playful campaign that connects six decades of heritage with modern urban rhythms. Read the full story for visuals and breakdowns, it is essential for place led identity work.
Source: abduzeedo.com
