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Beerlicious

Toronto's legendary Festival of Beer reached out for our support

Client

Beerlicious

Service

  • Branding
  • Logo Design
  • Digital & Printed Assets
  • Influencer Partnerships
  • Social Media
  • Vendor Experience

First Steps

The Toronto Beer Festival came to PQ because they were adding an exciting new element to their show that featured diverse brewers from across Canada and needed fresh branding to highlight the area.
The Changemakers section needed to align with the parent brand but stand out in a way that communicated its unique story and its brewers. PQ worked with the TO Beer Festival to come up with new branding inspired by the city of Brooklyn. Brooklyn is a cool city but is also has a history that is welcoming to a diverse group of people. It’s fresh with grittiness that comes with its history.
Piquant came up with signage for the area, a social media plan to highlight the brewers and digital assets that were shared among the Changemakers brands and used in online ads.

Goals

They came to us with these goals for their 2022 show:
  • Branding to feature the new element
  • Sharable digital assests
But here at PQ we added a few more goals:
  • A seamless link between the existing branding and that of the new element
  • A way to highlight the important diversity within the brewing community
  • A strategy to engage online target audiences

Our PQ Team was broken into the following teams:

Branding

Changemakers was a new edition to the Toronto Beer Fest and we wanted to make the space stand out from the crowd and create a distinct vibe for a “festival within the festival.” The brief was New-Age-Brooklyn: - exposed brick, hip spaces and vibrant colours.

Logo Design

We combined illustrative brick with photo-real plywood texture for a multidimensional vibe. Stickers were designed in the same bright palette with bright colours evocative of the summer festival dates. They combined elements showcasing the beer itself, as well as the city of Toronto.

Digital & Printed Assets

To advertise each unique vendor, we created square and story assets with an image showcasing the vendor and their brewery. We layered with the same brick/plywood background from their new branding and topped it off with vibrant colour stickers.

Influencer Partnerships

We worked with a variety of local influencers to highlight the upcoming show and the Changemakers area which had an average of a 300% increase in reach compared to their usual posts

Social Media

We worked with Changemakers vendors to create unique content calling out the stories behind the new brewers with the average organic post performing 50%-100% in terms of reach and engagement

Vendor Experience

We received consistent positive feedback from the show-runners and the vendors who felt the branding and marketing differentiated the Changemakers area from the rest of the event in a positive way

Results

300% Increase in reach

High rate of vendor satisfaction

Increase in social media engagement by 50%

When working with the PQ team, I knew we were in good hands. My most memorable experience was the wide array of experts that could oversee our business's unique elements. That's what working with a trusted agency is all about - knowing that every member of the team understands your vision and has your back. I felt that with Piquant. There is a small business charm as well as large agency expertise.

– Jodie, VP for Toronto’s Festival Of Beer

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