Smugglers Trail is an independent brewery founded in 2017 in Langley, Canada. When the brand first launched, it did so with a homemade brand identity. These aesthetics however, kept the company from growing and selling its products in more stores.
With the scheduled opening of their first brick-and-mortar brewery and restaurant, they approached Studio Lake to re-design the brand identity and do a complete brand overhaul.
We began with an extensive brand and industry audit, identifying the target audiences, defining the brand personality and opportunities for growth. Each element of the brand identity design was then aligned with the strategy. The packaging system includes a line of core products which use the same illustration in different colour schemes. The limited-edition and seasonal beers each have a unique design that continues with the same visual language.
Studio Lake continues to work with Smugglers Trail to create all packaging and communication materials, always representing the brewery's motto 'Fine Ales for Adventurous Folk'.
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