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WorkGraphic Design

Vanderbrand looks to Sapsucker's Canadian roots to come up with a refreshing new identity

Toronto agency Vanderbrand (we like the catchy name) has come up with a simple but striking identity for Sapsucker, an "organic, plant-based, all-natural, and sustainably sourced tree water with no added sugar".

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Working with the Lower Valley Beverage Company, Vanderbrand tapped into the drink's Canadian roots using cues from Canadian nostalgia (like local sportswear and retail packaging) to come up with a bespoke wordmark.

"Pairing the historically referenced typeface with a modern graphic language results in a visual system that is appropriate, distinctive, and flexible for varied scales and applications," says Olivia Rohner from the agency. (For those of you curious to know, they used Central Ave by Colophon and Favorit Std Family by Dinamo.)

It's an eye-catching identity that certainly stands out in a competitive market, namely the health and fitness category. We also like its witty tone with a no-nonsense colour palette taking cues from three of Sapsucker's new flavours: The Original One, The Lime One and The Lemon One.

And as the brand is considered sustainable, Vanderbrand came up with an eight-pack foldable carrier that aims to be as recyclable as possible.

Bright turquoise Sapsucker can labelled "The Original One" sparkling tree water, cast against a white background with a dark shadow
Bright lime-green Sapsucker can with bold black typography and product details, casting a shadow on a neutral background
Bright yellow Sapsucker can with bold black lettering against a neutral background, casting a sharp shadow to the right
Three stacked turquoise Sapsucker boxes displaying the brand's new identity with bold black typography and minimal design on a white background
Two white business cards displaying the Sapsucker wordmark on a turquoise fabric background
Sapsucker branded refrigerator display filled with yellow, green and turquoise cans of tree water arranged in horizontal rows
Person wearing white t-shirt holding clear plastic carrier containing turquoise Sapsucker tree water bottle with black text
Light blue Sapsucker can placed on a textured turquoise surface with geometric shadows
Stacked Sapsucker product boxes in lime green, turquoise and yellow against a white wall, casting a shadow
White baseball cap with Sapsucker wordmark printed on the crown, casting a shadow against a neutral background
White cooler filled with ice and bright green Sapsucker cans featuring black text labels, displayed against a vibrant green background
Sapsucker product packaging featuring a bright lime-green box with white panels and bold black typography, showing the brand name and "tapped in Canada" text
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