brand positioning, branding, packaging design


When their non-alcoholic line was underperforming, the team at PEI’s Upstreet Craft Brewing asked the Small Monsters to help turn things around.

Our research showed a growing number of Millennials were looking for alternatives to alcohol that were more sophisticated than pop or juice.

We repositioned Libra as the beer that let you socialize, without getting drunk or having hangovers. The perfect product that let you enjoy life in the evening, and the next day too.

The new line has been a huge success for Upstreet. Libra has been picked up by over 100 new stores, and is now sold across the country. The line has gone from 1 SKU to 4.

In 2021, Libra was the recipient of the Bronze Medal for Design at the World Beer Awards.