The LCBO launched a new Beer Cold Room concept in select stores across Ontario, aiming to elevate the in-store experience and celebrate Ontario’s craft beer culture. To bring this vision to life, a unique brand environment was developed that would distinguish the space and create a sense of discovery for shoppers.

To enhance the visual identity of the cold room, hand-lettering artist Rajiv Surendra was invited to collaborate on a series of large-scale chalkboard panels. Created in-studio, these eight-foot-wide illustrations featured detailed typography and beer-inspired artwork that paid homage to the artisanal nature of the products inside. The chalkboards served as a striking visual anchor—drawing customers in, while reinforcing the craft and care behind the beer selection.

This thoughtful and tactile approach helped transform the cold room into a destination within the store, making the beer-shopping experience more engaging, memorable, and aligned with the LCBO’s commitment to local and premium offerings.

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Design / Art Direction