Corby Spirit and Wine, in partnership with the NHLPA, were set to create a series of limited edition unique, regionally-driven whiskies. Pigeon were briefed to create a premium brand identity and visual architecture to support this partnership and draw in hockey fans to the Wiser’s franchise. As each bottle would feature the name and photograph of a legendary hockey player, it was important to capture the essence of the player’s style and character. This job required a distinctive marketing strategy coupled with a realistic production plan.

We built a brand identity that creatively projected visual cues (player’s name and signature) while equally communicating the unique credentials of the whiskey in an authentic, premium manner. The brand’s textures, sepia tones, hand lettering and copper accents portrayed a nostalgic and collectable feel. These vintage esthetics grounded the design in the insights taken from hockey fans and the references used from hockey memorabilia. Our goal was to provide flexibility for the launch of future editions by creating an overarching visual architecture and a compelling brand family identity that encourages product collectability and retention.

Corby Spirits & Wine reported that products selling out with each batch released across the three retailed regions (BC, ON, QC). Having started as a single lineup of 3 bottles, this has grown to over 10 limited edition bottles showcasing different NHL legends due to the spectacular popularity and desire as a collectible.