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Sleeman kicks off summer
with a revitalized brand

The heritage of Sleeman Breweries Ltd. stretches back five generations and includes pirates, smugglers and other colourful characters. It’s this family history that inspired Sleeman’s ‘Notoriously Good’ branding. Sleeman set a priority for 2013 to refresh their brand and reinforce their Notoriously Good personality with a younger demographic. To support this effort, Sleeman asked Milestone to redesign all Sleeman bottle and can formats. The brand refresh was bold and modern with youthful appeal.

A refreshing change

The redesigned Sleeman products hit store shelves just ahead of the Canadian long weekend in May. Initial market testing indicates that the rebranding has hit a home run, with participants describing the fresh new look as “younger” and “more fun”. Brand sales have followed suit, with sales growing in an otherwise declining market.

Before

After