Prairie Malt is a North American malt producer hailing from the golden fields of Saskatchewan, Canada, providing malt to breweries and distilleries all over the world. Over the course of its 50-year history, Prairie’s brand had become disconnected from the quality of its product and the customers it was serving. Stout was brought on to usher Prairie into a new era and position the brand toward craft-minded producers.
Brand Strategy
Logo & Identity Design
Packaging Design
Creative Direction
Copywriting
Campaign Design
Merch Design
A lot of time was spent at the beginning of this project on what makes Prairie Malt different from other malt suppliers in their field. We searched their archives, talked to employees, and of course, their customers. What became apparent was Prairie’s staunch commitment to customer service and the way that allows them to relax and enjoy their work. This led us to a personality for the brand that is anchored in charisma and confidence – inviting their clientele into a better malt buying experience, knowing everyone has a better time when their expectations are exceeded.
We knew that with Prairie’s new brand personality in place, the visual brand identity needed to connect their charisma and confidence in a visual sense. We landed on a direction that payed homage to the company’s 50-year history, while modernizing it for a craft audience in mind.
With the core branding set, the next question became how we were going to bring this work into the real world.
We wanted to lean into the fun and light-hearted nature of the brand voice and developed a minimal but bold print advertisement style for Prairie’s media placements, as well as a more illustrative, vintage-inspired line of merchandise that was unveiled at this year’s Craft Brewers Conference in Las Vegas.
