LG2 is the agency behind Madawaska Microbrewery’s packaging design, and the bold minimalism is striking. Inspired by the winding river that shares its name, the letterforms swirl across the can’s front. The coloring system paired with the curvy typeface creates a retro undertone, ideal for a spirited brand.

An image that flows from the source The Microbrasserie de la Madawaska draws its inspiration from the winding river of the same name. The river runs through Dégelis, a small town in Eastern Quebec, whose name in Old French means “an ice-free body of water.” The region’s landscape, with its ubiquitous water and sinuous movement, served as the source for the graphic brand platform.