Status: Ongoing

The Client

Muskoka Springs is a diversified beverage company in Gravenhurst, Ontario. Established in 1873, Muskoka Springs is one of Canada's oldest continuously-operating businesses, selling natural spring water and carbonated beverages. The company had been operating multiple brands for decades with minimal change. Management sought to expand product lines and refresh the brand from top to bottom.

Project Scope

Our team was recruited to manage the complete overhaul of Muskoka Springs’ family of brands. We worked closely with Muskoka Springs to develop a brand strategy that would modernize its brand while still staying true to its roots. The goal was to reflect the company's long-standing history and commitment to high-quality, natural products, while also appealing to a broader audience. The scope included targeted messaging and eye-catching packaging design.

Challenges

  1. Striking a balance between honoring tradition and embracing innovation to attract new customers without alienating current ones.

  2. Risk of losing brand recognition among loyal customers.

  3. Avoiding confusion during the rollout rebranding efforts. Once the creative had been confirmed it will take time to roll out the rebrand to all brand touchpoints.

  4. The company had a list of potential product line extensions, but limited resources.

  5. The company was marketing two primary brands which required a decision of whether to maintain both brands or consolidate under one.

Approach

  1. Employed design elements that pay homage to the brand's heritage while contemporizing its appearance to attract new customers.

  2. Retained familiar elements of the brand’s visual identity to ensure it remained recognizable to loyal customers.

  3. Established a coherent and consistent messaging approach that is implemented across all channels, including social media, packaging, and advertising.

  4. We helped the company select products that reinforced the company’s ties to Muskoka and its ‘craft’ nature.

  5. We determined that the long-term advantages of retaining one successful brand in the long run outweighed the disadvantages of dropping the second brand with historical significance.

Results

Muskoka was the primary driving force behind the strength of Muskoka Springs' original brand. As a popular destination, the Muskoka region already had a powerful brand identity. Therefore, the entire rebranding initiative focused on Muskoka itself. The goal was to convey qualities such as purity, integrity, tradition, and history. Muskoka represented more than just a location or a taste, it was a symbol of escape and a place where loved ones could gather. Muskoka Springs aimed to share this state of mind with customers wherever they went.

 To streamline the brand, Muskoka Springs consolidated all of their products under one brand name, dropping the historic Muskoka Dry brand, but retaining it for special purposes. For their natural spring water product line, the company emphasized the refreshing purity of the lake. The carbonated beverage line was branded as craft beverages, highlighting the company's history.

 Prior to the rebrand, very few customers understood the connection between the two brands. However, after the rebrand, a market study revealed that both product lines had achieved 90%+ brand recognition. As a result of their successful rebranding efforts, the company has expanded into new markets across the province.

  • Brand Progression Over The Years

  • Then Vs. Now

  • Rebrand

  • Label Design

  • Website Design

  • Brand Placement

  • 150th Year Anniversary Branding

  • New Labels for 150th Anniversary

  • 150th Illustrations

Brand Progression Over The Years

Rebrand

Muskoka Springs 150th Celebration