Canoe Brewpub is a waterfront brewery and restaurant located in downtown Victoria's Inner Harbour on Vancouver Island, Canada. Driven by a desire to push forward with the craft brewing scene, brewmaster Daniel Murphy sought to create a variety of beers that would appeal to all taste buds, developing eight seasonal and signature brews.

For the new branding, inspiration was drawn from the geometric designs of traditional canoe paddles, referencing both the brewpub’s namesake and the local cultural connections to cabin life, camping, and adventure.

I was tasked with creating a brand that was striking, original, and stood out in a competitive market. Bold shapes, unexpected color combinations, and minimal typography captured the Pacific Northwest essence we wanted to convey, while avoiding predictability. The packaging features flat laminated labels with a metalized BOPP that adds sheen and creates a subtle, dynamic effect when the light hits it. In addition to being available in-house, the new beer lineup will also be sold at liquor stores across the region.

‣ Identity ‣ Packaging (ASL Print FX) ‣ Apparel Graphics ‣ Photo Art Direction (Paige Owen)

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