“You drink the label.”

I got to use the phrase at the LCBO yesterday and I’m not sure where I first heard it.

Did I read this phrase in one of David Ogilvy’s (or in one of the countless branding) books I’ve read? Or did one of my Advertising profs at Algonquin College of Applied Arts and Technology (Terry, Bill, Al, or Nick?) share this truism?

To me, the Zak’s and Live On Elgin storefront is the label.
The logos/wordmarks all work in concert with the in-your-face details and nuances of the original facade, each expresses the unique character and anticipated memorable shared experiences of the individual and the many.

Elgin Street has always been cool to me, from being the place I went to see movies as a kid to being the Red Mile, I am so glad that the Elgin Street Renewal project kept the character of the street while making it better.

P.S. While, in this case, “Drink” is a metaphor for “experience” my visit to the LCBO was to find out if Anchor Steam Beer was available in Ontario again. It turns out that Anchor Steam ceased operations in July. When I got home I did some research into the downfall of this “original” craft beer, the new owners of the brewery decided on a rebrand and changed the label in 2021. Many bar patrons blamed that label change for the demise of their favourite beer. While it’s never just one thing (a huge increase in competing craft beer brands, the local economy, and the pandemic were cited as reasons) the change of the label put gas on that lit fire. Changing the label changed the experience.

Ever since I first glimpsed the initial plans and witnessed the ongoing evolution of Ottawa’s LRT system, it has held a deep fascination for me. Last week I received an email that inspired me to investigate the challenges of photographing the Confederation line with a photo reconnaissance at Pimisi Station.

When I was 18 I worked at this McDonald’s in Bells Corners. Of course, since that time, it has changed physically but those giant golden arches are still there.

There were a variety of reasons I wanted to work at McDonald’s.

1. As kids we loved it there, it was fun, and I remember one Canada Day, I must have been 8 or 9, my mother brought us to this one and we sat on the front “patio” and I had my first Big Mac

2. My father had a family business (newspapers) and each of us kids (I’m the 6th of 6) worked from the age of 12 and up cleaning press rooms, washrooms and the layout rooms. At 12 I was also brought into the darkroom and was taught how to develop film, was handed a camera and began taking pictures at community events for the newspapers. By the time I was 18 I had my “rebellious stage” and wanted to work for someone else.

3. I moved out of my parent’s home to live in my best friend’s basement for the summer and spent two months of weekly visits to this McDonald’s asking for the manager so that I could apply. They must have been tired of me bugging them every week to work there that they finally interviewed and hired me. My first training shift took place on August 23rd with Steve Jacobs as my trainer (at this point it became less of a “want” more of a “need” as I was now expected to pay rent.

In order to get the job I was required to supply a reference (that wasn’t my dad) so I asked the boyfriend of my best friend’s mother (he had a connection with the McDonald’s world) for one and he agreed on one condition: “When I give you a reference and if you get the job you have to understand that you not only work for McDonald’s or yourself, you are working for me to prove that you were worthy of my trust in using my good name.”

That hit home and I have my own version for when I give references. 

And I’ve always wanted to make a proper photograph of this nexus point in my life.

So I went through the Drive-Thru when I was done.

After photographing a wedding at the Museum of Nature it was the perfect time to update the museum collection

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