New Standard

Brand Development

Brand Launch

Package Design

Product Launch


New Standard approached us to help build their brand… we looked at their package first and shopped the category. After finding that it didn’t stand out in the craft beer aisle and the messaging hierarchy was off, we set to work to redesign the brand and package to better communicate at shelf and stand out against the competition.

Strong colour blocking, simple clean design language (in a rather cluttered looking category), and clear communications around the product benefits (low cal, organic, premium) all work together to help New Standard do more with less. Cleaner typeface and a brand icon -the ladder- will ultimately become an integrated part of the design language, helping the brand to “ladder” up to a premium light beer that delivers and sets a “new standard” for beer.


Our Rebrand

Live to a new standard meaning while entering adulthood, we still can enjoy fully while taking care of our duties and happiness.


© 2019 by Smaller Agency Ltd.

965 Dovercourt Rd. Toronto, ON, M6H 2X6