A&W Canada has been a staple in the country’s fast-food scene since its inception in Winnipeg in 1956. Originally a division of the U.S. A&W Restaurants chain founded in 1919 by Roy Allen and Frank Wright, the Canadian branch became an independent entity in 1995, after being acquired by Unilever in 1972. Today, A&W is the second-largest fast-food chain in Canada, boasting over 1,000 locations nationwide. Known for its delicious burgers, signature root beer, and other beloved menu items, A&W has cemented itself as a cherished part of Canadian culture.
After nearly 70 years of focusing on its iconic products, A&W has shifted its branding strategy. The recent redesign by the creative agency Rethink moves the spotlight onto the people who love A&W’s food. Through a vibrant and thoughtful design system, including custom typography, a mouthwatering color palette, and dynamic photography, the new identity celebrates the joy and warmth associated with A&W.
Subtle Yet Impactful Evolution of the Logo
The logo’s transformation is a study in modern simplicity. While the overall structure featuring the distinct lettering, ampersand, and iconic arrow remains intact, the removal of highlights and shadows results in a flat design. This minimalist approach aligns with contemporary design trends, giving the logo a cleaner and fresher look.
This shift from the glossy aesthetics popular in the 2000s to a flat design also evokes a sense of nostalgia, a theme that permeates the entire rebranding effort. The streamlined logo is not just visually appealing but also highly adaptable to various digital and print platforms.
Iconic Characters Reimagined
A&W’s beloved mascots, The Great Root Bear, or simply Rooty, and the Burger Family—Papa Burger, Mama Burger, Teen Burger, and Baby Burger—have been reintroduced with a modern twist. Rooty, a character originating in the 1970s, now features a simplified design that maintains his charm while enhancing compatibility with digital media. The Burger Family has also been redrawn in a cohesive style, featuring cheerful smiles and signature orange cheek spots that make them instantly recognizable.
These updates tap into the brand’s rich history, bringing a vintage flair that resonates with long-time customers while appealing to a younger audience.
Modernized Typography
At the heart of the new branding is a custom typeface created by the Stockholm-based foundry Letters from Sweden. It includes both serif and sans-serif typefaces, which pair elegantly, particularly in their condensed variants. This typographic approach adds sophistication while maintaining a friendly, joyful vibe.
The typography bears some resemblance to the that of Burger King, but the execution is distinct enough to avoid any sense of imitation. Instead, it enhances the brand’s individuality, striking a balance between modern design and a vintage aesthetic.
Bright Color Palette and Packaging
The signature orange and brown of A&W’s brand identity remain front and center, complemented by vibrant yellows. These colors evoke the rich flavors of burgers and root beer while adding warmth and energy to the overall aesthetic.
This palette shines in promotional materials and packaging, creating a cohesive and appetizing visual language. The nostalgic tones may inadvertently draw comparisons to Burger King, but they remain quintessentially A&W, grounded in the brand’s long history.
The redesign extends beyond the logo and typography into the realm of promotional materials and packaging. The cheerful colors, paired with Rooty’s endearing presence, infuse the brand with a sense of joy and friendliness. The combination of these elements ensures that A&W stands out in the competitive fast-food landscape.
Overall Impressions
The redesign of A&W Canada’s branding by Rethink is a resounding success. By combining vintageness with modern aesthetics, the refreshed identity captures the brand’s essence while positioning it for the future. The bright colors, playful characters, and dynamic typography come together to create a sense of warmth, joy, and family unity.
This thoughtful update ensures that A&W remains not only relevant but also beloved by its diverse customer base for years to come. Whether it’s through Rooty’s cheerful grin or the mouthwatering visuals of its signature dishes, A&W’s new branding is a celebration of good food and good times.
