Branding

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Toronto Public Library looks beyond books in rebrand

A new look gives the city’s library system flexibility to promote the wide range of services it offers.

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Mother Raw plants seeds for growth on heels of rebrand

The company is taking on established salad dressing and ketchup brands that have long dominated Canadian grocery aisles.

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SheaMoisture encourages women of colour to ‘Be Your Beautiful’

The Unilever hair and skincare brand spoke to an underserved market with events in the lead-up to the Toronto Carribean Carnival.

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View from the C-Suite: K-Swiss outfits the next gen of CEOs

In an unconventional move, the sneaker brand spent the last two years labelling itself as the shoe for entrepreneurs. And it’s paying off.

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A look at Tim Hortons’ yearlong turnaround

Could the opening of a new innovation cafe be the next big step in the coffee chain’s revitalization efforts?

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Color promotes a freer cannabis experience

WeedMD designs its first recreational brand to let consumers explore outside of “use cases” popular with the competition.

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The challenges of building a zero-waste store

Unboxed Market faces the difficult task of convincing companies (and consumers) to go package-free.

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Brands court the modern man

How companies that once contributed to images of toxic masculinity are trying to be part of the solution.

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Weed Wars: Cannabis brands get creative

Up Cannabis, Doja and Figr spark up buzzy marketing as they fight it out in a highly competitive category.

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Reunion Coffee balances purpose and profit

How the craft roaster has built its business model around sustainability, from ethical sourcing to local retail distribution.

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O, Molson Canadian, our true and patriot beer!

A look at how the patriotic brand has fought to win brand love over the last 60 years and what it hopes will be its next one-two punch.

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Creativity comes to the fore

A growing number of below-the-line disciplines are being called upon to deliver big ideas.

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Why an OVO partnership makes sense for RBC

The bank believes working with the lifestyle brand will help promote its entrepreneurship efforts and attract more younger customers.

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How brands are activating around Pride

From Bud Light to Air Transat, brands are using the festival to show their support for diversity and inclusion.

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Social Engagements: LinkedIn aims to grow beyond B2B ads

The platform’s head of marketing solutions in Canada talks attracting B2C clients.