Packaging & Sales Collateral Rooted in History
Client: Canadian Malting Company
Scope: Packaging Design, Print Collateral, Art Direction
Role: Designer
Agency: Flipp Advertising
Overview
Canadian Malting Company needed a refreshed visual system that would reflect their agricultural roots while positioning the brand for the future. I developed a cohesive design approach that tied together packaging, product communication, and storytelling through a modern, yet authentic lens.
Malt Bag System
Goal:
Create a bold, functional packaging template that captures both the legacy and innovation behind CMC's malt production.
Approach:
The packaging design incorporates warm, documentary-style photography captured across Alberta to highlight the people and landscapes at the heart of CMC’s malt production. A rich, earthy colour palette—drawn from agricultural equipment, prairie fields, and the farmers themselves—grounds the design in place and purpose. This palette also functions as a colour-coded identification system, making it easier for brewers to quickly distinguish between malt types and enhancing usability in busy production environments.
Point-of-Sale Folder
Goal:
Provide the sales team with professional, on-brand tools that effectively educate clients and inspire confidence in the product.
Approach:
I designed a cohesive folder system that houses a branded booklet alongside individual product information sheets. Each sheet features clear malt profiles, including tasting notes, suggested usage, and technical specifications—making it easy for brewers to find the information they need at a glance. Consistent visual styling across all materials ensures a seamless brand experience, reinforcing professionalism and clarity at every touchpoint.
Booklet Design –The Human Recipe
Concept:
Highlight the values, people, and relationships behind CMC’s malt to celebrate the human side of the craft.
Approach:
The design celebrates the craft and community behind CMC’s malt. Hand-shaped malt typography and custom infographics highlight the hands-on process while making information easy to digest. Rooted in authentic storytelling, the materials focus on CMC’s relationships with farmers, brewers, and distillers—grounding the brand in trust, transparency, and tradition.
Outcome
The final system combines storytelling with structure. Brewers can quickly identify products; sales teams are equipped with polished tools; and the brand tells a cohesive story rooted in trust, craft, and community.