Microbrasserie Loup-Garou

Microbrasserie Loup-Garou is a new brewery nestled on a picturesque farm in Sainte-Marthe, Québec, alongside an artisanal butcher. This idyllic setting brings the region’s rich folklore to life, with the name “Loup-Garou” referencing the mythical werewolf stories rooted in Québec's history. The

brewery’s new building, rising on historical land, embodies its ethos — a blend of past and present. Drawing inspiration from nature, agriculture, and history, the space reflects the brand’s commitment to merging tradition with innovation, capturing the essence of the old world in every glass.

Microbrasserie Loup-Garou fuses Québec’s legendary past with modern design, creating a brewery that honors tradition and embraces innovation.

[ART DIRECTION]

[BRANDING]

[UX DESIGN]

[UI DESIGN]

[GRAPHIC DESIGN]

The brand identity of MLG is an elegant fusion of the past and present. Drawing from the typography of vintage hunting licenses, the logo features bold sans-serif fonts, reimagined with modern design elements such as flared ascenders and descenders. The color palette is equally intentional, inspired by the natural beauty of the surrounding landscape and the ingredients that shape the brewery’s unique offerings. Rather than opting for muted, earthy tones, the colors are rich and saturated — vibrant reflections of the organic materials and energetic spirit that define the brand.

Web design was integral to bringing the brand’s story online. With beers that stand apart from mainstream options, it was essential to create an educational experience that introduces users to MLG’s unique products and brewing process. The website serves as both a learning tool and an immersive gateway into the brand, encouraging visitors to explore the nuances of each beer. The homepage is designed to evoke the warmth and atmosphere of the taproom, creating a seamless digital-to-physical experience that invites customers to come in and experience the brewery firsthand.

Scott Cuggy

Creative Direction

Rodion Kutsaiev

Photography

Videography

Cottonbro Studio

Gabriel Thifault

Web Development

In keeping with the brand's fusion of heritage and innovation, the can designs feature a timeless aesthetic with a contemporary edge. Drawing inspiration from the founder’s eclectic influences — his Czech heritage, love for vintage beer labels, a passion for horror films, classic Germanic design, and nostalgic hockey jerseys — the cans embody a visual narrative that is as personal as it is iconic. Each design is tailored to reflect the unique character of its respective beer, yet the overarching brand identity is seamlessly woven throughout, ensuring a cohesive and recognizable visual language across the range. Given the dynamic nature of launching a new brand, the designs are highly adaptable, allowing for easy scaling between 12oz and 16oz formats to meet packaging requirements without losing consistency or impact.