Objectives: The goal was to create a brand, products and experiences that drive significant sales growth and position Banff Ave Brewing at the top tier of Canadian destination experiences in an ultra-competitive marketplace.

Research and Analysis: The brand refresh process began with extensive market research, including competitor analysis, consumer surveys, and trends in the craft beer industry. This phase identified key areas for improvement and opportunities for differentiation.

Brand Identity Development: Based on the research insights, Banff Ave Brewing Co. collaborated with a creative agency to refine its brand identity. This involved:
1. Logo Update: Not wanting to lose hard-gained brand recognition, the logo was refreshed, gaining new character and charm. For consistency older brand marks were retired from core brand applications.
2. Visual Branding: An updated  colour palette was introduced across packaging, marketing materials, and the brewery's physical space. New illustrative elements that reflect the activeConsistent visual branding aimed to create a cohesive brand experience for customers.
3. Messaging and Tone: “We’re Banff’s Living Room” became the brand promise. The messaging shifted to emphasize community, and the brewery's commitment to the real Banff lifestyle, rather than a romantic touristy version of the town. This narrative was woven into marketing campaigns and social media content to resonate with visitors and locals alike.
4. Product Line Expansion: As part of the brand refresh, Banff Ave Brewing Co. expanded its product line to include new beer varieties that appealed to diverse tastes and trends in the craft beer market. This included seasonal releases and limited edition brews, creating excitement and driving customer engagement.

Digital Presence Enhancement: To increase brand visibility beyond Banff, the brewery invested in enhancing its digital presence. This included a redesigned website, active social media management showcasing brewery events, behind-the-scenes content, and customer stories, and targeted digital advertising to reach new audiences.

Launch and Promotion: The brand refresh was unveiled through a strategic launch campaign, including:
• Public relations efforts to garner media coverage and influencer partnerships.
• Launch events at the brewery and selected venues, showcasing the new brand elements and product offerings.
• Promotional offers and incentives to encourage trial and repeat purchases.

Results: The brand refresh of Banff Ave Brewing Co. resulted in significant positive outcomes:
1. Increased Brand Recognition: The refreshed brand identity and strategic marketing efforts led to heightened brand awareness both locally and nationally, expanding the brewery's customer base.
2. Enhanced Customer Engagement: The revamped digital presence and diversified product line contributed to increased customer engagement, with higher social media interactions, event attendance, and online sales.
3. Improved Market Positioning: The brand refresh positioned Banff Ave Brewing Co. as a leading craft brewery known for its innovation, sustainability practices, and authentic connection to its mountainous heritage.
4. Positive Customer Feedback: Customer feedback indicated a favorable response to the new brand elements, emphasizing the successful alignment with consumer preferences and market trends. Overall, the brand refresh of

Banff Ave Brewing Co. successfully revitalized the brewery's image, strengthened its market position, and fostered continued growth in a competitive craft beer landscape.