Brand Identity project for a fictional brewing company based in Nova Scotia. We were presented with the unique challenge of marketing a craft beer towards non-craft beer drinkers, so we wanted to create a "mascot" of sorts that was a riff on the Alexander Keiths stag and the Mooseheads moose, one that was still markedly Canadian but far less stoic and serious.

My team and I went for a self-aware tone that poked a bit of fun at the typical craft beer market, while also developing our own rustic, duck-based icongraphy and advertising.