Canada Dry
A modern update for a 130-year-old icon
Modernizing the World’s Favorite Ginger Ale
The Context
Everyone knows Canada Dry. The beloved 130-year-old brand sought to modernize without losing the equity it’s most recognized for. When we met, the brand had been unchanged for over a decade.
The Insight
Respect the legacy, refresh the look. Across a century-old archive, 3 elements consistently surfaced: The crown, the badge, and the color. The goal was clear: Bring their essence back to life in a manner that could not be time-stamped.
The Big Idea & Success
Iconic simplicity ruled the structure. We simplified the badge, brought confidence to letterforms, and punched color. This system was applied across the wider portfolio architecture and modernized Canada Dry with a look that felt as though it had always been.
ARCHIVAL SPECIMENS
Our design team studied the archives across decades to understand and identify the relationship between the brand’s iconic elements, and the peoples’ love for them, across generations. From this audit, iconic elements that may have been lost along the way, were strengthened and optimized, ultimately to land a, “hasn’t it always been this” kind of authenticity.
“Rebranding one of the most iconic trademarks is no small task. but the wedge team completely embraced the challenge.”
“Wedge’s passion for the brand and dedication is more than I’ve ever experienced with an agency and more than could ever
have been expected.”
Disciplines
- Packaging Architecture
- Visual Identity System
- Packaging Design System
- LTO Design
- POS Design
- Innovation
- Brand Guidelines
- Packaging Production
As seen in
Dieline -- “Wedge Freshens Up Canada Dry By Going Back To The Brand’s Rich Archives.”
The Brand Identity -- “Wedge’s Work for Canada Dry Brings a Respectful Refresh to the Ginger Ale’s 130-Year-Old Legacy.”
Awards
Dieline, 2nd Place, Beverage Brand Identity Systems
Idea, Silver, Packaging System
Marketing Awards, Gold
Team
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Senior Designer: Étienne Angot
Senior Project Lead: Marilyn Marois
Project Manager: Shanel Lessard
Collaborators
Blouin Heartz
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