JDO, the international strategic design agency, has reimagined J.P. Wiser’s packaging system to reflect the brand’s enduring legacy and confidence as a world-class icon. The redesigned packaging exudes a bold, self-assured design, emphasizing J.P. Wiser’s authenticity and heritage. The striking logo, featuring a simple color palette of black, gold, and red, pays homage to the brand’s industrial origins and makes a statement while maintaining a sense of craftsmanship. The new identity, with its Big W signifier and heritage icon, “Since 1857,” beautifully honors the brand’s illustrious history and deep Canadian roots, making it a visually impactful and distinctive addition to the shelf.
With a legacy spanning over 165 years, J.P. Wiser’s was ready to embrace its age with wisdom and an unwavering confidence in its position as a world-class icon. To showcase its proud position as Canada’s longest-continuously produced Whisky, J.P. Wiser’s underwent a rebranding led by international strategic design agency JDO. Boasting an award-winning portfolio of Canadian rye whiskies, J.P. Wiser’s has always maintained confidence in the quality of its product and never felt compelled to follow trends. However, recognizing the need to overcome the perception of being outdated, the Pernod Ricard-owned brand joined forces with JDO to revitalize its image.
