Labatt
Brewing
Company
Work created while a member of the Labatt Brewery Team at Marks. Projects included working on can, tray and carton designs for brands at Labatt including Budweiser, Michelob, Cutwater, Mike’s Hard, Busch and more. Design adapts involved taking Amercian production artwork and adapting them for Canadian print, legal and regulatory standards. Other types of projects completed include brand refreshes, promotions and new product development.
The Creative Team At Marks
Associate Creative Director: Hilary Cuthbert
Design Director: Sunaynna Venkatesh
Account Manger: Lauren Kelly
Senior Project Manager: Alexandra Francis
Senior Designer: Keenan Moore
Senior Designer: Andrew Wight
Associate Designer: Madeline Belford
Year
2025, 2026
Design Adapt
Considerations
Legal and Regulatory Compliance
Legal and regulatory elements including bilingual text, dealer statements, barley boxes, don’t drink and drive statements and more have to be placed on certain panels at certain type sizes.
Adapting Colour Stations
Dieline Differences
Since different printers are used for Canadian rollouts, designs often had to be rescaled and adapted to fit new dielines. Elements like folds, date boxes and punch outs all had to be considered when laying out the design onto a new dieline.
American production artwork often came with colours broken down in into 7 colour slots. Since most Canadian printers only have 6 colour slots available, the creative team and prepress teams often needed to adjust colour slots to ensure a quality print result that fit within the printer’s requirements.
Busch Light Apple
Canadian Rollout
Picking up the American artwork, the team was tasked with adapting multiple can and carton designs for the Canadian rollout. Considerations for this project included keeping legal text legible against the busy background art and figuring out the PMS and spot colours for the Canadian printers.
Mill Street Lager
Promo Snipe
A promo snipe was added to a 6×473ml pack advertising the opportunity for consumers to win a minifridge. The base pack art had to be redesigned and shifted to make space for the band and the accompanying legal text that outlines the details of the giveaway.
