Cracked Canoe is the mass market light lager offering from Canada’s oldest independent brewery, Moosehead. They came to Sid Lee for a reimagining of their brand platform and a redesign of the beer’s visual identity and packaging. We used a bold and iconic interpretation of the crack to update the beer in a way that would appeal to modern beer drinkers.
Agency: Sid Lee
Creative Direction: Sarah Foelske, Tom Koukodimos
Graphic Design: Flavio Carvalho, Alex Boland
Photography: Saty+Pratha, Gemma Warren