Earls Restaurants Design & Branding ALBINO RHINO by Leo Burnett Toronto

ALBINO RHINO

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Copywriter Martin Stinnissen
Producer Lorenda Bennett
Released January 2013

Credits & Description

Advertiser: EARLS KITCHEN + BAR
Agency: LEO BURNETT TORONTO
Category: Foods
Group Account Director: Allison Ballantyne (Leo Burnett/Toronto)
Account Executive: Angelica Bennett (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Project Manager: Lyndsay Cattermole (Leo Burnett/Toronto)
Producer: Lorenda Bennett (Leo Burnett/Toronto)
Copywriter: Martin Stinnissen (Leo Burnett/Toronto)
Group Creative Director: Sam Cerullo (Leo Burnett/Toronto)
Chief Creative Officer: Judy John (Leo Burnett/Toronto)
Designer/Illustrator: Man Wai Wong (Leo Burnett/Toronto)

Brief Explanation
As Earls has being making their own exclusive micro-brew long before most people knew what micro-brew was, it was time to tell consumers about it again. For the past 25 years Earls has been serving their carefully crafter, super refreshing Albino-Rhino micro-brew as a honey lager, mild dark and the traditional pale ale. It has been a beer of choice among Earls loyalists over the years. Now Earls just wanted to remind people why they fell in love to as a driver for the micro-brew category.

Implementation
As Albino Rhino is like no other beer on tap at Earls, we wanted to create a poster that stood apart in the same way. To do that, we put as much care into the piece as they put in the beer. We crafted an original design using a set of carefully arranged triangles. Together they give the sense of rising bubbles taking shape as a pint of Albino Rhino. The legend below describes what goes into each pour – Good. Craft. Beer. Simple as that.

Outcome
PLEASE SEE CONFIDENTIAL SECTION FOR RESULTS

Client Brief Or Objective
Earls Kitchen and Bar is one of western Canada's most successful restaurant brands. Their causal yet upscale approach to full service dining is rooted by a philosophy that the kitchen is the soul and bar is its spirit. This means they take a craftsmen approach to creating each dish or drink, using the freshest of ingredients and pouring their passion and dedication into each experience. And this includes beer.