Honouring an iconic Canadian brand

  Posted on February 22, 2022

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Written By: Holly Douglass
Publication: SignMedia Canada

In the fall of 2021, Molson Coors Beverage Company moved out of their Rue Notre Dame brewery in Montreal and into their new, more modern home across the St. Lawrence River in Longueuil, Que. Molson was founded in 1786 by John Molson. In 2005, Molson merged with American giant MillerCoors to become Molson Coors.

With the interior of their new location, Molson Coors was looking to make a huge visual impact while maintaining a deep connection with the past. 

Almost every wall in the new Molson Coors brewery has been covered with graphics, creating a visual representation of the company’s past, present and future

To help them with this task, the company enlisted the help of Motive Media, a large-format digital imaging company based in Bolton, Ont., whose work with Molson Coors has spanned decades. After many hours of consultations and planning, Motive Media designed and produced over 650 m2 (7000 sf) of vinyl cut lettering, glass privacy film, and digital imaging using all 3M premium films. Then, in October, three months after receiving the original scope of work, Motive Media sent a team to Montreal to install the graphics and oversee the project over a three-day period.   

Together, Molson Coors and Motive Media were able to use large-format digital imaging and other visual graphics to create an inspiring workplace—a brewery that honours the heritage of the iconic Canadian brand, and the three founders, while embracing the present and future of the company.