Hudsons Canada’s Pub

Re-Envisioning Transformation with Canadian Soul

Over a 3-year period, we worked closely with founders Mike and Chris DeCock to re-envision and realize a holistic business strategy for their chain of pub-style restaurants across Alberta and Saskatchewan.

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Hudsons Canadas Pub Beer | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Signage | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Strategy and Innovation | Dossier Creative | Transformation with Canadian Flair

Research Drives Strategy

To start, we focused on the consumer. We designed qualitative and quantitative research studies to learn about guest experiences. This included a Service Safari ethnographic approach that captured the emotional, functional and economic drivers related to pub/restaurant experiences in Canada.

Hudsons Canadas Pub Strategy Session | Dossier Creative | Transformation with Canadian Flair

Co-Ideating the Essence of Hudsons

Informed by a full spectrum of market research insights, we turned inward and facilitated a co-ideation session with the leadership team. We mapped a cohesive vision of Hudsons as “Canada’s Pub” from business strategy, brand, and culture to overall service delivery.

Hudsons Canadas Pub Innovation | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Tagline Design | Dossier Creative | Transformation with Canadian Flair

Impact of a Clear Vision

Already well-known for their great late night parties, we focused on Hudsons’ opportunity to be exceptional day and night: emphasized in the new tag line “Happy At Any Hour.” 

Hudsons Canadas Pub Brand Guidelines | Dossier Creative | Transformation with Canadian Flair

Dossier has been the best agency we have worked with. They provide true, tangible results.

Chris DeCock, President and Co-Founder
Hudsons Canadas Pub Signage | Dossier Creative | Transformation with Canadian Flair

Translating Insights into Reality

With clarity in hand, our work was just beginning. Collaborating with Hudsons’ leadership, our team led a systematic overhaul of the brand:

  • new identity and brand design for all communications
  • service and experience design directing new food and drink creation, uniform design and service experiences
  • digital experience including the website, social media, intranet and video
  • environmental design including interior and exterior brand direction with architects for new and existing locations
  • integrated advertising campaign featuring launch of the new brand and Canadiana theme
  • brand launch roll-out and staff engagement strategy
Hudsons Canadas Pub Strategy and Innovation | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Website | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Stationery | Dossier Creative | Transformation with Canadian Flair
Hudsons Canadas Pub Branded Environment | Dossier Creative | Transformation with Canadian Flair