Théâtre to Go

Théâtre Roulant / Branding

If you pass through Prince Edward County in southern Ontario, you may encounter Théâtre Roulant, Canada’s only horse-drawn theatre caravan. Built on a repurposed 1960s Mennonite hay wagon and powered by Susie and Sarah, two Belgian draft horses, this moving theatre travels the region, spreading joy and sharing local folklore. Théâtre Roulant is a professional troupe that creates original productions inspired by regional stories with universal appeal. Their work includes original music and offers opportunities to nurture performers’ talents while contributing to the cultural fabric of the area.

When the group approached us for a brand refresh, they wanted to inspire and transport audiences to a simpler time of storytelling and entertainment.

We shortened the name to highlight its French heritage—a nod to one of the founding members—and developed the tagline “Small Stage. Big Drama.” to set the tone. From there, we turned our attention to their flagship feature—the wagon itself. This unique, eye-catching mobile stage needed to double as a bold, unforgettable billboard. Our creative direction? Gypsy caravan meets snake-oil salesman meets Stratford Festival.

We illustrated whimsical folklore-inspired characters based on local animals, set against an updated medieval diamond motif that carried through all communications. The result? A striking design that celebrates tradition while feeling fresh and contemporary.

With this new branding, Théâtre Roulant is grabbing attention from non-theatre-goers and kids alike, making professional theatre more accessible to all—and ensuring their little stage makes a big impact.

Project Scope: 
Art Direction
Design
Illustration
Advertising