Brand Creation & Package Design

Wanting to explore a new brand in the Premium Light Lager category, Moosehead Breweries Ltd. worked with Russell and The Hazelton Group to complete market research and create a brand identity & strategy along with packaging design to bring Cracked Canoe to the market. Innovation sessions detailed the positions available for a new product in the category, and those positions were vetted through creative collaboration. The process detailed an effective team-approach model – research, creativity and brand strategy for speed into the market with a category-defining product.