Swing Microbrewery

by Diane Lindquist on 06/17/2013 | 2 Minute Read

Quebec is the francophone province of Canada. With only 400 years of history, Quebec was the first North American province to be colonized by the Europeans in the sixteenth century. The province is known for its cold climate as well as its rich culture. Today’s Quebec culture is the result of the fusion of many people; due to the abundance of colonization. Primitively, the territory was occupied by the first nations followed by the French, the English, the Irish, and later came the Portuguese, the Chinese, the Italians, the Vietnamese, etc.Designer, Simon Langlois, took on the task to design packaging for Swing Microbrewery. "The mission of the project was to create a visual identity represent Quebec culture. The mix of people from different ethnical backgrounds make it a very rich culture. The branding of Swing microbrewery was inspired by Quebec’s cultural, historical, and natural references."



This Quebec vernacular typography was used for the logo of the Swing Microbrewery. The shapes of the letters were inspired by Native American petroglyphs considering many Quebecois identity symbols are borrowed from Native American culture. Native American petroglyphs illustrate these concepts and elements of natureas the Amerindian language was primarily oral. "We can observe a river (s), spruce (i), etc... within the logo."

This limited edition is produced and used exclusively during the launch party of the Swing Microbrewery. The label is composed of strips of different coloured birch that criss-cross to represent the blend of cultures that make up Quebec’s identity today. The information was printed on a label then attached by a braided twine made up using the traditional colors of Quebec’s arrow belt.

Designed by Simon Langlois, Montreal, Quebec, Canada


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