New Standard is a soon-to-be-launched Ontario beer that boasts a reduced alcohol count but with (wait for it)...actual delicious and fulfilling taste. Dave Martin, the founder of New Standard, recognized a distinct hole in this market where most low-alcohol beers have a stigma about being watery and flavourless (and mostly for good reason). He worked with top-notch brewmasters to create a beer that will make consumers forget that they're not drinking a regular alcohol beverage.
The proposed target skews male, and with this target there is still a bit of a stigma against ordering a low-alcohol beverage. For this reason the packaging was scaled back to its basic elements, with a hint of sports team design peaking in to assure our beer drinker that it's socially acceptable to crack a cold one with a bit less punch. Martin was also keen to convey the relative benefits of choosing low-alcohol and the graphic underlines give a nod to the line-driven design on ubiquitous nutritional labels.