LCBO – Summer 2014

A hand drawn type project for the LCBO as they were opening a new, beer forward concept store in Toronto’s Beaches neighbourhood.

This was a project that I worked on alongside international marketing firm Leo Burnett. The LCBO wanted hand drawn typography associated with the beer industry with little more provided in terms of concept direction.

People the world over know Toronto (and Ontario) as one of the world’s great melting pots with cultures, dialects and traditions from around the globe finding their place here. It only made sense to me that this project should reflect that, so I put forth the simple idea of the word “beer” in various languages, utilized in hand drawn, typographical compositions.

To complete the project, I wanted to cement the idea that from wherever one may have landed here, and wherever they may travel in the future, this place is ours – wherever we roam, this is our home.