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Brand Solutions
Cracked Canoe
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 [...]
Advanced Electron Beams
Identity & Website
Advanced Electron Beams enables green manufacturing through the elimination of thermal and chemical processes, which supports sustainable industrial practices. This technology applies to many sectors including pharmaceuticals, medical devices, food & beverage, and plastics manufacturing. Russell was asked to design a new identity program for AEB, including website design.
Vermont Sustainable Jobs Fund
Identity & Website
Created by the Vermont Legislature, VSJF identifies and funds market driven solutions to social, environmental and economic issues from state-wide to community levels. Grants, technical support and peer-to-peer colaborative systems focus on renewable energy, sustainable forestry and efficient agriculture. Russell developed an identity program to help unify, but uniquely identify the three sectors [...]
Marty’s World Famous
Brand Strategy, Identity System & Cookbook
Marty Curtis has been heralded as the Michelangelo of Butter Tarts and raved about in both the New York Times and the Toronto Star. Marty’s World Famous Café is located in Muskoka, Ontario, a longstanding summer cottage destination. Russell tied together Matry’s unique personality with the spirit of the region [...]
United Communities Credit Union
Brand Strategy & Identity Design
Woodslee & Heartland Credit Unions merged to form United Communities; a community focused bank for southern Ontario. United Communities needed a brand that promoted the unique and differentiated community focus of the credit union in contrast to traditional banking institutions. The grassroots success of United Communities’ brand is personal and friendly, [...]
Discover Cuisine
Brand Creation & Package Design
A new brand, Discover Cuisine highlighted a number of ethnic foods, which traditionally are not found in the North American frozen entrée category. Innovative packaging provides the perfect heating method – it steams or gently transfers heat to warm food without damaging delicate flavors. This packaging line design was a Canadian [...]
RSA Security, An EMC2 Company
Brand Strategy, Research, Identity Sytem & Website
RSA, the name of an algorithm created at MIT in 1977, is the number one provider of security and encryption for digital information in the world. With 90% of Fortune 500 companies trusting their technology and over one billion applications, now the security division of EMC2, RSA provides complete [...]
Orgnx
Brand Creation, Naming, Package Design & Advertising
Using the anti-oxidant power of the Moringa tree, Orgnx was designed to provide a product that provides natural hair care products without reducing styling quality or effectiveness. The products, which were created by Charles Booth for La Coupe Hair Care and named and designed by Russell, use natural ingredients [...]
Olly Shoes
Brand Creation, Identity System & Website
Katherine Chapman and Tom Stemberg (founder and chairman of Staples) developed this unique retail store when they recognized there was a need for a variety of quality children’s footwear available in one retail location. Their OLLYscan fit system allows parents to find stylish, durable, premium shoes and customer care that [...]
WaterWitch Yachts
Identity System & Website
A carbon-fiber hull and high-tech keel are hidden under the smooth teak and mahogany decks that make the WaterWitch a most sought-after yacht. The brainchild of Jay Cross, the yacht was designed to have the look and feel of a 1930’s sailing yacht, but with the precision and technology of a true [...]
Vector Meal Replacement, Kellogg Institute
Brand Creation & Package Design
Vector was designed to expand the cereal market by introducing a meal replacement option. Cereal is in many ways a perfect food – carbohydrates, protein and very little fat. By enhancing the nutritional balance, athletes and active consumers are provided with a healthy, quick option for a complete meal at any [...]
Mercator
Brand Strategy, Naming, Identity & Website
Mercator was created as a result of the merger of TSI Soft and Novera Software. Built to create a web based business to facilitate the flow of information along the supply chain of larger retailers. Mercator leveraged “transformation” and paper airplaes to represent the simplicity and elevance of their technology [...]
Gooderham & Worts Ltd.
Brand Creation & Package Design
With unique packaging and a well known traditional Canadian distillery name, this product was revised as an historic whiskey by Allied Domecq as an exclusive limited edition Canadian Rye that showcased the art of whiskey making. Called “Natural Small Batch” to highlight it’s exclusivity, it was chosen as the Sir Christopher [...]
Stouffers Bistro
Brand Creation & Packaging Design
The premium Stouffers Bistro entrée line includes 20 European café inspired products, including Panini, Crustini and Italiano menus. Russell developed an identity and packaging system that brought together the inspiration of European café-style food in a premium frozen entrée product for Nestlé Canada. Research showed that the “as good as home [...]
Lot No. 40, Single Copper Pot Still Canadian Whiskey
Brand Creation, Naming & Packaging Design
This smooth Canadian product was researched and named by Russell in an effort to strengthen the perceived quality and value of Canadian Whisky in the Allied Domecq international portfolio of brands. Russell created a packaging design that invokes a premium product available in limited qualities, and highlights the unique method [...]
Nestlé Chocolatier, Tresor Du Monde
Identity & Package Design
As the world’s leading chocolate producer, Nestlé wanted to add a premium line of boxed chocolates to their large chocolate family of brands. Chocolatier was developed to increase consumer perception of the quality of chocolate produced by Nestlé in the Swiss chocolate tradition. Nestlé Tresor Du Monde enhanced the family of brands [...]
GruenEyes
Brand Strategy, Identity System & Retail Design
Designing the environment for GruenEyes involved a new twist on eyewear; the focus is on fashion in addition to function. Russell designed the environment to inspire fashion ideas in the retail experience, and to see the brand as an extension of the consumer’s wardrobe – another fashion accessory. The [...]
Accelio
Brand Strategy, Naming, Identity System & Website
JetForm was a company with a focus and skill-set that was not widely understood by a majority of it’s enterprise clients. In order to ensure their new name and brand strategy reflected who they were and where they were going, the business model was centered on their key attributes [...]
Upper Canada Brewing Company
Brand Strategy, Identity, Brand Creation & Package Design
Russell was engaged to revitalized Upper Canada Brewing Company to maximize their position within the micro-brew market. Brand equity was elevated through a new identity and a refresh of their core suite of beers. With a solid family of products, the line was diversified to include seasonal products [...]
Gatineau Brew Works
Brand Creation, Identity & Retail Design
With hard work and strength in mind, the Gatineau Brew Works brand was built on logging culture. Naming, identity and the environment for the Ottawa pub, located in Canada’s national capital, used the image of a logger working the boom; a dangerous and adventurous job in the logging industry. Bringing [...]
New Organics Co.
Brand Strategy, Identity & Package Design
A new retail brand, created through a merger of The New Organics Company and Albert’s Organics, is available to supermarkets nationwide to sell along with branded organic and non-branded products of other producers. An increase in demand for organic produce created the need for a supermarket branded line of products [...]
Oliver & Bonacini Restaurants
Brand Creation, Naming, Identity & Creative Direction
Heralded as one of the most creative restaurant groups in North America, O&B have elevated the art of dining. Acting as creative director, Russell developed the name, identity, brand strategy and collateral for Canoe, the benchmark against which new restaurants are measured. Through a unique relationship with Oliver and [...]
Wiser’s Premium Rye Whiskey
Identity & Package Design
The #2 Canadian Whisky in sales, Wiser’s was redesigned to elevate the product from a “bar brand” to a more appreciated, connoisseurs choice. Through naming, research and package design, brand recognition was increased and consumer appreciation of an established Canadian whisky tradition was elevated. The family of products was diversified to include [...]
Smiles ‘N Chuckles
Identity & Package Design
Redeveloped to revive an old Nestle Confectionary brand, Smiles ‘N Chuckles renewed the non-chocolate division of Nestle. Candy outside of the normal chocolate range was designed to bring a colorful & fun image to the brand, which was successfully re-launched and added to the Willy Wonka line of products. Russell provided the [...]