La Cuvée is thrilled to unveil its new visual identity and to officially put up for sale the tickets for its 8th edition. This popular tasting event will be back at Salon 1861 from February 27 to 29. In an enchanting atmosphere, an impressive variety of exclusive products will mingle: microbrewery beers, spirits, wines, ciders, and great food!
Designed by Montreal visual artist LeBicar in collaboration with design studio Aanagram, the new brand identity of La Cuvée offers an expressive vision of the Quebec microbrewery world. Halfway between faces and beer containers, the imagery embodies the sense of taste exploration that defines the event. Haven’t we all experienced a perfect moment when we discover the ideal product for us, which becomes part of us and defines us as a person? In other words, La Cuvée invites us to enter into the world of beer, as the world of beer enters us!
“By creating a series of characters in the image of various beer containers, we wanted to illustrate the variety of products presented at La Cuvée, while also conveying the idea that everyone can find their match. The eye winking like a cross is a playful reference to the church welcoming La Cuvée.” – LeBicar
LeBicar is a Montreal visual artist who is heavily influenced by skateboard culture and music. Even though he uses different materials (canvas, wood, metal, objects, etc.) and his projects are diversified, we always recognize every creation of the artist because of his unique pencil stroke. His visual signature also stands out because of its use of black and white, which is his way of expressing duality, contrast, and differences, things that endlessly inspire him.
This is the first time that the artist works with colours. This is the result of a unique creative collaboration. As a matter of fact, La Cuvée has always cared about merging art with the world of beer, thus linking artists with the artisans of the community whose products become genuine artworks.
Advertiser: La Cuvée – Nadia Saïdani, Justin Archambault Agency: Studio Aanagram
Creative Director: Étienne Rochon
Illustration: Le Bicar
See you at Salon 1861, from February 27 to 29, 2020, for the 8th edition of La Cuvée!
When: February 27, 28 and 29
Where: Salon 1861, Griffintown, 550 Richmond Street, Montreal
Thursday – 5 p.m. to midnight
Friday – 4 p.m. to 1 a.m.
Saturday – 4 p.m. to 1 a.m.