An Updated Look, A Unified Identity: Introducing Our New Brand

Published February 27, 2026

We’ve taken an important step forward in how we present ourselves to the province we serve.

Earlier this month at the official opening of our newest corporate Liquor Store in Churchill Square, we introduced an updated, modern brand identity for NLC that better reflects who we are today.

Why Update Our Brand?

We take our responsibility seriously, not only in how we regulate, manufacture, distribute and retail beverage alcohol and cannabis, but in how we represent ourselves to our customers and the communities that we serve.

With that in mind, NLC has evolved. We’ve grown. We’ve expanded. We’ve taken on new responsibilities. And with that growth came the need for a clearer, more unified identity, making it easier for customers to recognize us and know what to expect, whenever and however they engage with us.

This updated identity:

Reflects the full scope of our services province-wide
Creates consistency across customer touchpoints
Strengthens recognition and trust
Clarifies our expanded role and mandate

The updated identity was developed thoughtfully and responsibly, building on the strong recognition and trust associated with NLC. Its simplicity allows that trust to remain front and centre, while ensuring greater consistency across all areas of our organization.

Done Responsibly, Done Right

This is a measured step forward - one that supports our ongoing commitment to stewardship, accountability and striving to be the best organization we can be for the people of this province.

We know fiscal responsibility matters, which is why we approached this brand update thoughtfully at every step, and will continue to be intentional in the implementation of these changes.

While customers will notice changes on our digital channels, capital updates will take place in a phased rollout to minimize costs. Much of our corporate Liquor Store signage for example is due to be replaced, which gives us the opportunity to integrate changes into existing update cycles.

Rather than discarding existing everyday items like reusable shopping bags, packaging and marketing materials, we’re rolling out the new brand gradually and thoughtfully as inventory is exhausted. We are also limiting re-orders and managing inventory carefully to ensure responsible use of resources.

This approach ensures we modernize responsibly while respecting the public funds entrusted to us.

What This Means for Our Customers

For customers, this new brand brings something simple but important: clarity.

A clear, cohesive identity helps customers:

Easily recognize our services
Feel confident in interacting with us
Receive continued customer service excellence that they’ve come to expect

Whether interacting with us online, in-store, through our regulatory services, or community efforts, customers will experience a more consistent and modern presence every time.

Looking Ahead

A brand isn’t just a visual update. It’s a commitment to clarity, consistency, and accountability.

We’re looking forward to this next chapter and what it represents: a corporation confident in its role, clear in its identity, and committed to delivering reliable service to our customers and communities well into the future.

As you begin to see our new look roll out across the province, we hope you’ll see not just a new brand, but a renewed commitment to who we are and the public service we provide.