Dépanneurs (Quebec’s version of a convenience store) are often neglected. To enhance Montreal’s urban landscape and celebrate its cultural heritage, Molson returned to its Export’s glory days. Working with Sid Lee, it developed unique branded identities for 25 storefronts, all inspired by the vintage look of the stubby bottle. Custom-made shop signs were created for each point-of-sale, and the buildings themselves were refurbished with. The team also created visuals that paid homage to the '70s “blue collar” aesthetics, style and architecture of Molson Export's heyday. Locals responded by buying more Export stubbies after the dramatic makeovers of their city's beloved dépanneurs.