New Logo and Packaging for Cracked Canoe by Conflict

Cracked Canoe is an ultra premium light lager from Canada’s legendary Moosehead Breweries. The brief to Conflict was to strengthen perceptions of the brand as a premium light beer, and to prioritize Cracked Canoe as the lead name for brand recall while maintaining Moosehead as an endorser brand. The brand refresh features a renovated wordmark retooled for increased legibility, a bold new icon of a man paddling a moose, and a simplified overall packaging design. For the icon we partnered with veteran industry illustrator Chris Mitchell. Using the same illustrator we had used to refresh Moosehead Lager allowed us to create some connective tissue between the brewery’s flagship brand and the reimagined Cracked Canoe packaging.Conflict provided text Packaging, before and after.