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Mainstay is a new craft brewery based in Toronto, designed to meet the high demand for craft beer with interesting flavours and beautiful designs. A mainstay is a wire that extends from the maintop to the foot of the foremast of a sailing ship. It’s something that the ship can’t go without. In broader colloquial language it is used to convey something a person or thing depends on, their definitive choice or “go-to” item—which is our intention with the beer. The brand features simple colour schemes with a bold anchored “M” as its main identifier, paired with elegant illustrative designs that reflect its nautical theme.
Simplicity and elegance were driving forces in the design for this product. Even the illustrative elements reflect this, with a style that is beautiful to look at but not overwhelming. The main components of these illustrations are swallows, a classic reference to the early days of sailing. The use of colour was kept to a minimum, with two main Pantones selected for dark blue and red-orange tones. The brand needed to feel modern, but also have an enduring quality that could last. We want it to continue to be a mainstay in the years to come.