brand identity & packaging design

The story of an unsung hero

 

John Rae was a valiant Scottish explorer who charted 1677 miles of Canadian coastline and in 1845 discovered the final link in the Northwest passage,

(Latitude 68º 57' 52, Longitude 94º 32' 58").

Rae undoubtedly warranted recognition but the admiralty failed to acknowledge his discovery, on account of their refusal to accept his word on the gruesome fate of the Franklin expedition.

 

This is an injustice that to this day has not been righted.

 

To communicate Raes unsung story we disguised his image within the islands of the northwest passage.

 

A beer was created - Distinctive and Strong, like the man himself.