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Background & Challenge

Canoe Brewery and Pub, located in Victoria, BC serves handcrafted beers that are brewed in small batches. It caters to the local community and has a loyal customer base. Their beer is naturally carbonated, unfiltered, and created without the use of additives or preservatives using the latest sustainable practices. The task is to refresh their identity to reflect the authentic experience that they are known for, and to build a brand for a line of three new beers. This new line needs to be true to Canoe’s values and location while competing with other craft breweries. The target audience is young professionals, aged 20 to 40, who enjoy good food and the great outdoors.

Solution

The new word mark is a whimsical blend of nature and craft. Ornamental embellishments reference the outdoors with woodsy, iconic shapes (paddles, bottles, and branches). The word mark’s simple, hand-drawn letterforms are friendly and welcoming.

The label designs are inspired by legends of a man, a bear, and a canoe. The origins of the canoe are used to name each beer.

Dugout: The word “canoe” originated from the word “kenu”, meaning dugout boat — a hollowed-out tree trunk. In this illustration, the bear and the man are just starting their adventurous journey together.

Keelfleet: The keel is used to describe a boat. Even though we see only one boat on the label, the logger and the bear make as much noise going down the river as a whole regatta.

Pine Bark: The Native people of British Columbia made their canoes from pine bark. In this illustration, the bear and the man finally rest by a campfire — the authentic Pacific Northwest beer experience.

Each beer name is stylized according to its meaning and context. Die-cut and textures of wood, water, and bark correspond to the beer names. Efficiency in the die cutting is reached by using the same stamp for dark ale and pale ale, varying the colours of the labels. Natural colours and hand-treated type allude to the environmental awareness that Canoe brewery has become famous for.

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Thank you for your time! If you wish to inquire about any project in particular or just want to say hello, please send an email and I will get back to you shortly.

Thank you for your time! If you wish to inquire about any project in particular or just want to say hello, please send an email and I will get back to you shortly.

Thank you for your time! If you wish to inquire about any project in particular or just want to say hello, please send an email and I will get back to you shortly.

Thank you for your time! If you wish to inquire about any project in particular or just want to say hello, please send an email and I will get back to you shortly.

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Put a name to a face and connect @traceafox on:

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