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Bellwoods Brewery

Founded in 2012, Bellwoods Brewery grew from a neighbourhood brewpub into an internationally recognized name in craft beer. For nearly a decade, I helped shape the distinctive identity that became part of Bellwoods’ charm. As the craft beer scene exploded, our initially illustrative approach risked blending into the noise. The challenge was clear: evolve the brand to keep its spirit intact while standing out in a crowded, increasingly design-savvy market.

I led a shift toward a flexible, type-driven system that blended nostalgia with a clean, modern sensibility. This framework continued to give each release its character while strengthening the overall brand presence. It created space for experimentation, supported the successful launch of Bellwoods’ first non-alcoholic line, and garnered multiple design awards, all while setting the brand up for long-term consistency and further recognition as industry trend-setters.

Roles
Creative Direction
Brand Positioning
Design
Illustration
Packaging
Typography
Visual Identity

Collaborators
Doublenaut

Photography
Paige Lindsay
Alexa Gargoum
What I Like Studio

Studio Ross Proulx

Information

work@rossproulx.com

Matty Matheson