Mark Anthony Brands approached us with the strategic vision of creating a premium Canadian whisky brand for a modern consumer. We brought this vision to life, creating the brand identity and brand world for innovative new challenger and Canadian whisky brand, BEARFACE.
Unlike other whisky categories, Canadian whisky is not bound by the same stringent regulations and therefore has the opportunity to be much more progressive, as reflected in BEARFACE’s mission to ‘HIDE NOTHING, FEAR NOTHING’, and its dedication to developing an exceptional whisky by challenging norms.
The big idea was about transforming a tired category that had lost its way, versus the ambition set out by its forefathers around innovation and versatility – hence the name ‘BEARFACE’ which, brought to life the ethos, bold personality and desire to lift the veil on the process behind Canadian whisky.
The new brand identity we've created evokes the adventurous, raw and honest spirit of modern Canada – and its people – found in every drop of BEARFACE whisky.
Inspired by the power and bravery of the bear, a clawmark features on the unique bottle design forming the core brand mark. It’s emotive and immediate, and supports both the core brand lock-up and comes to life across the brand’s key assets including website, posters, wooden shipping containers, barrels and coasters.