Conflict is leading a major brand update for Canada’s Moosehead Breweries, the ultra-premium light lager makers of Cracked Canoe. The goal is to maintain Moosehead as an endorsing brand while elevating the premium perception of Cracked Canoe and making it the key name for brand recall.
The rebranding initiative includes a revised wordmark with a more readable style and a striking new icon featuring a man paddling a moose. Seasoned industry illustrator Chris Mitchell updated the Moosehead Lager logo in tandem with this icon, establishing a visual connection between the brewery’s primary brand and the updated Cracked Canoe packaging.
The new packaging and branding aim to solidify Cracked Canoe’s place in the light beer market. This makeover is the first for Moosehead’s low-calorie, low-carb beer in five years. The redesigned brand symbol, which features a canoeist paddling a moose, adds a quirky and lighthearted touch to the business’s identity.
To highlight its premium positioning, the word “lager” has been removed from the new package and replaced with “ultra-premium light.” The lettering has been changed from black to silver to draw attention to the strong flavors and extremely premium quality. The silver wrap at the bottom of the can has been removed, revealing a more unified white design from top to bottom.
Studies show increasing potential in Canada’s low-to-no-alcohol beer industry. Because of this, Cracked Canoe’s 100 calories and 3.5% ABV functional benefits are highlighted in the redesigned package, aligning it better with consumer preferences for lighter, healthier options.
Conflict, Moosehead’s official creative agency, handled the creative development and design of the new look to guarantee consistency throughout the portfolio. Alongside releasing the new packaging, the company promotes its “Paddle Slower” tenet through an integrated campaign that includes social media, digital video, and out-of-home (OOH) executions. This brand motto promotes slowing down and prioritizing relaxation.
For the first time, the campaign uses targeted advertising on platforms like TikTok to appeal to millennials and Gen Z. Cracked Canoe has invested in office network digital placements, placing advertisements on billboards in cottage country and on large office elevator displays throughout Toronto. These placements aim to spread context-appropriate messages and inspire people to associate Cracked Canoe with carefree times.
The campaign will run from June 24 to August 18 in Ontario, New Brunswick, and Alberta. Media Experts manage media placements, and Craft Public Relations provides earned media support. This rebranding effort aims to increase awareness of Cracked Canoe’s ultra-light positioning and expand its fan base.
