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61 Craft Beer
61 Craft Beer
Client
Client
Canadian Tire Motorsport Park
Canadian Tire Motorsport Park
Project
Project
Package Design
Package Design
Package Design
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,
Art Direction
Art Direction
CASE STUDY
CASE STUDY
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About
About
61 Lager Craft Beer was conceived as more than a beverage. It is a brand extension rooted in history, storytelling, and experience. The name pays homage to 1961, the year Mosport Park (now Canadian Tire Motorsport Park) first opened its gates, and to the rich heritage of racing that has defined the circuit ever since. Designed as a tribute to the Legendary Home of Motorsports, 61 Lager invites fans to connect with CTMP not just as a venue, but as a living piece of Canadian motorsport culture. If this track could talk, imagine the stories it would tell…
61 Lager Craft Beer was conceived as more than a beverage. It is a brand extension rooted in history, storytelling, and experience. The name pays homage to 1961, the year Mosport Park (now Canadian Tire Motorsport Park) first opened its gates, and to the rich heritage of racing that has defined the circuit ever since. Designed as a tribute to the Legendary Home of Motorsports, 61 Lager invites fans to connect with CTMP not just as a venue, but as a living piece of Canadian motorsport culture. If this track could talk, imagine the stories it would tell…
Quote
“61 Lager is a direct expression of CTMP’s heritage. The packaging design features a custom illustration that reinterprets the inaugural race program cover art, and through our partnership with a local craft brewery, we transformed the track’s legacy into a tangible, shareable brand extension. It enhances the guest experience, deepens fan connection, and demonstrates how brand-led thinking can unlock new value and meaningful revenue opportunities.”
Ivan Novotny, AOCAD | RGD
Quote
“61 Lager is a direct expression of CTMP’s heritage. The packaging design features a custom illustration that reinterprets the inaugural race program cover art, and through our partnership with a local craft brewery, we transformed the track’s legacy into a tangible, shareable brand extension. It enhances the guest experience, deepens fan connection, and demonstrates how brand-led thinking can unlock new value and meaningful revenue opportunities.”
Ivan Novotny, AOCAD | RGD
