Microbrasserie Loup-Garou is a new brewery opening on a picturesque farm in Sainte-Marthe, Québec alongside an artisanal butcher. The location is the perfect setting for the old folklore legends of Québec surrounding Loup-Garou, or werewolves, in French. The new building being

constructed on old, historic land is an organic representation of the brewery’s ethos. This combination of nature, history, and farming all have a hand in bringing the brand to life - mixing the old with the new in every glass.

Microbrasserie Loup-Garou

Opening May 2025, my idea for MLG’s graphic identity was to mix the past and the present: using bold sans serifs inspired by the fonts featured on historical hunting licenses, combined with modern finishes such as flared ascenders and descenders. I chose colors based on the natural beauty that surrounds the brewery and the ingredients that are used in the brewing process.

Web design was a key component of this project. As the beers are not as common as a typical drinker might see, it was important that I create an education-based site that users can explore and learn as they familiarize themselves with the brand. There was also a need for ecommerce capabilities for merchandise and eventual beer sales. I designed the homepage to reflect the experience of the taproom, enticing customers to drop by for a beer.

In keeping with the harmony between the past and present, I concepted the can designs to have a classic look with a modern twist - inspired by the founder’s favorite old beer companies and personal stories - his Czech ancestry, latest horror movies, prototypical Germanic design, and vintage hockey jerseys. As flexibility is critical when opening a new business, the designs are made to be interchangeable between 12oz and 16oz cans whenever necessary.