Featured image for Moosehead Breweries Rebrand Increases A Sense Of Connection Between The Drinker And The Moose

Moosehead Breweries Rebrand Increases A Sense Of Connection Between The Drinker And The Moose

by Chloe Gordon on 06/16/2023 | 2 Minute Read

Canada's Moosehead Breweries used to stand out on the shelves with its green import-style bottle, but the brand required a modern design update. The brand turned to Conflict to create a packaging system that introduces a new sense of fearlessness with the moose at the soul of the design. The new cans and bottles emphasize a contemporary approach while also celebrating the conventional elements of the brand's past.


Editorial photograph

Moosehead Breweries is Canada's oldest independent brewery. For decades their flagship beer was known to Canadians as the domestic beer in the green import-style bottle, which set them apart from their brown-glass competitors. To return Moosehead to its premium roots, and modernise the brand without losing its soul, we evolved the brand by building off the elements from its original packaging design dating back to 1978 - the look that made them so iconic to Canadian beer drinkers for decades.

We started by redrawing the brand’s most significant asset, the moose, to make it even more reflective of the brand’s courageous spirit and to increase a sense of connection between the animal and the drinker. We then restructured the packaging hierarchy to bring greater emphasis to the beer's majestic namesake and reintroduced a strong use of gold as well as a richer, more vibrant emerald green. The result is a renewed brand identity that combines historical typographic references with a modern sensibility to appeal to both new and old Moosehead drinkers - ensuring the brand's longevity, legacy, and strong shelf presence for years to come.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph