2022
Canada Dry Brand Evolution
Canada Dry Brand Evolution
How do you begin to evolve and modernize a 100+ year-old beloved icon? By studying its rich archives, dating back to 1904.
The main challenge was to evolve in a way that feels current, in respect of a longstanding legacy that would speak to new consumer and forever loyalists.
Our design team reviewed hundreds of archival brand specimens, advertising, and packaging to inform the new work towards a seamless transition from past to future. We intentionally wanted people to not really notice that something had changed, but felt completely natural. To bring to life the iconic, authentic image you have in your head. Comparing the before and after, the drastic transition is felt.
The custom logomark is strengthened and redrawn, the color palette is refreshed, the crest is simplified and map removed. The flexible design system is applied to the complete brand portfolio of 50 SKUs and growing.
With this legacy comes deep history, cultural identity and affection. Overall, cultural ownership was celebrated and a multigenerational resonance kept alive.
Discover the full case study, insight, and content at www.wedge.work
The main challenge was to evolve in a way that feels current, in respect of a longstanding legacy that would speak to new consumer and forever loyalists.
Our design team reviewed hundreds of archival brand specimens, advertising, and packaging to inform the new work towards a seamless transition from past to future. We intentionally wanted people to not really notice that something had changed, but felt completely natural. To bring to life the iconic, authentic image you have in your head. Comparing the before and after, the drastic transition is felt.
The custom logomark is strengthened and redrawn, the color palette is refreshed, the crest is simplified and map removed. The flexible design system is applied to the complete brand portfolio of 50 SKUs and growing.
With this legacy comes deep history, cultural identity and affection. Overall, cultural ownership was celebrated and a multigenerational resonance kept alive.
Discover the full case study, insight, and content at www.wedge.work
