While Vancouver Island Brewery was introducing Sea Dog, and launching the new packaging on their craft brews these past few weeks, slipping under the radar was the re-launch of their non-craft beer, Islander.
A Canadian-style lager, Islander has been a big seller for the Brewery in the past, but its orca graphic wasn’t really resonating with the local beer drinker. Copeland was asked to re-brand this iconic beer (Silver Medal winner in last year’s World Championships) and position it as the beer for locals who enjoy a no-nonsense, clean, preservative-free lager.
We dove deep investigating the demographic, the competition and the beer itself (a certain amount of “product interrogation” was required) before coming up with the new logo. Graphic designer Adam Ball was brought in to create the look of the new cans, bottles and boxes. We collaborated with Adam on an Islander creed (we actually managed to get the word “ass” on the can), which you can now read wrapped around the packaging.
The intention of the design was to immediately say “mainstream lager”, without a hint of its craft brewery origination.
We’re all looking forward to seeing how well it goes down.