LINDSAY QUINTAL
Designer based in Toronto
BDes, OCADU: 2026
Previously at Marks &
FGF Brands/Wonderbrands
INQUIRES
REWIND SESSION
Challenge
Mill Street Brewery is Ontario’s #1 craft brewery, led by its top-selling Organic Lager. However, with IPAs projected to surpass lagers as the top craft beer style, Mill Street must adapt to stay ahead. To maintain its leadership, the brewery is launching a flagship IPA designed to resonate with Gen Z and millennial consumers through a nostalgic, experience-driven brand identity.
Process
I experimented with textures and maximalism to capture a bold 90s aesthetic. Inspired by 90s cartoons, snacks, and nostalgic objects like inflatable furniture, I began weaving these references into the visual system. To tap into Gen Z’s desire for personalization and community, I developed iterations featuring a pull-out concert ticket that showcases a 90s throwback jam.
Solution
Inspired by mixtape culture, this bold, bright packaging taps into 90s nostalgia through expressive colour, texture, and cultural symbolism. A peel-away label reveals a hidden 90s throwback hit, transforming the can into an interactive experience—part discovery, part memory, part satisfying peel.
For launch, a “Rewind & Unwind” pop-up at Union Station targets Gen Z commuters with an immersive nostalgic moment on their way home.