A&W

Integrated Award — Rebrand/Refresh

Rethink

Vancouver, British Columbia, Canada

Since opening Canada’s first fast food restaurant in 1956, A&W became beloved for its burgers and root beer. But in recent years, their shift to a “Natural Ingredients” strategy—quickly imitated by competitors—diluted their distinctiveness. On top of that, multiple partnerships, sub-brands and silos left A&W with an inconsistent collection of colours, illustration styles and assets. They needed to re-establish themselves as an iconic, distinctive brand. Instead of abandoning their roots, Rethink built a mouth-watering brand identity that celebrates why Canadians fell in love with A&W in the first place: their irresistibly delicious food.

After the refresh, A&W was ranked as Canada’s Strongest Brand by Brand Finance—proof that their distinctiveness (and tastiness) is back on top.