Launched in 2021, 5oz. is an unconventional gallery, showing art in a network of settings in and around Toronto, Vancouver, New York, and Miami, including within private residences. 5oz. is a tongue-in-cheek reference to the often-proffered 5oz. dixie cup of wine at tony art events. Drawing on this unexpected irreverence, both the name and the visual identity take something ordinary, making it bold, offbeat and slightly cheeky. This visual language extends through to through to all brand touchpoints, including stationery, exhibition materials and website.