Steam Whistle Celebrates 25 Years with a Retro Refresh

As Steam Whistle Brewing marks our 25th anniversary, we are celebrating by returning to our roots!

In a nod to our beginnings, Steam Whistle has brought back its original retro branding across all packaging, labels and logos. Over the past several months, we have reintroduced our vintage aesthetic that first made us stand out: playful curves, bold green and blue tones. And of course, that unmistakable whistle logo. This revival is part of our effort to reconnect with our heritage and stay true to its founding principle, to do one thing really, really well.

The refreshed look is more than a visual update, it’s a thoughtful homage to the values Steam Whistle was built on. From its home in Toronto’s historic John Street Roundhouse, to its fleet of vintage delivery vehicles, the brewery has always leaned into a sense of nostalgia and craftsmanship. The retro design reflects that spirit, while also offering a timeless, modern twist.

Two of our most recognizable logos, the Sign Painter and Heritage Crest, now lead the visual identity. Paired with a new typography system, updated colour palette and photography that emphasizes freshness and flavour, the result is a brand refresh that bridges past and present.

One element that hasn’t changed (and likely never will!) is Steam Whistle’s signature green glass bottle. More than a design choice, it reflects the brand’s sustainability commitment. These thick glass bottles can be reused up to 45 times and feature painted-on labels, which help reduce paper and ink waste. They are durable, eco-friendly and keep your beer colder for longer - plus, they have become something of a Canadian craft beer icon!

While cans and kegs are still part of the lineup, the bottle remains at the heart of the Steam Whistle experience. It’s a familiar, satisfying detail that beer lovers associate with quality and tradition.

With this return to its original look, Steam Whistle isn’t just celebrating a milestone, it’s reaffirming the values that made it a standout from the beginning. And 25 years in, that is something we can drink to!