A boulder near Okotoks replaced the rooster in Big Rock Brewery’s logo for its 40th anniversary. Austin, Texas, studio Helms Workshop developed the identity, which launched in summer 2025 alongside a revised product lineup and a shift toward premium positioning. The rock image reconnects the Calgary brewery with the origin of its name and its Alberta roots.
The redesign followed a weakening connection with local consumers. Some Calgary residents were even surprised to learn at beer festivals that Big Rock brewed in their hometown. Previously, the company had sought to be seen as a local producer in several provinces, including British Columbia and Ontario. It has now turned back to its history in Alberta, where retired lawyer and barley farmer Ed McNally founded the brewery in 1985. The update took about a year and a half to prepare.
The brewery takes its name from the Okotoks Erratic, a 16,500-metric-ton boulder near the town of Okotoks, nicknamed Big Rock. The stone became the basis for the new emblem, connecting the company’s name to a specific place. For the brewery, it represents strength, longevity, and belonging in Alberta.
An illustration of the split boulder sits between BIG ROCK and BREWERY. ESTD. and 1985 flank the rock, indicating the founding year. Thick, irregular lines, angular facets, and light areas within the drawing resemble a woodcut print. The upper edge of the rock’s left section extends into the name, connecting the illustration with the lettering.
The previous wordmark mixed uppercase and lowercase letters, including a lowercase “i.” The new version uses large capitals with heavy serifs, set in Latinotype’s Taberna Serif Black. The letters are tightly spaced, and their rough edges echo the rock’s texture. The lower line, BREWERY, is close in size to BIG ROCK. A wordmark-only version is available for selected applications.
The rooster remains on Traditional Ale. Helms Workshop sought to recapture the boldness of the brewery’s early years and recall its experimentation with ingredients. The phrase “Pioneers of Alberta Beer” reinforces the connection to the province.
