Go with the flow: lg2’s geographically-inspired identity for Madawaska embodies its namesake river

“Our mandate was to create a new beer brand from scratch and we wanted to create the impression that it has been around for a long time,” lg2’s Anthony Verge tells us, articulating the Canadian branding agency’s identity for microbrewery Madawaska. “We drew inspiration from the brand’s story, in which the Madawaska River plays a central role,” he explains. In addition to the microbrewery’s identity, they crafted its packaging and can design, where the river’s rich influence is ever present. 

“The full logo gives that 70s vibe, but we also like the modern look that the ‘MW’ brings,” Verge adds, championing the undulation of the Madawaska through its fluid letterforms – culminating in a distinctive ‘MW’ signature. “The supporting typeface is Suisse Int’l,” Verge remarks, utilising the timeless sans serif from Swiss Typefaces as a contrast to the logo’s soft, minimalist forms.

“Just like with the logo, we wanted to find typography that had both a modern and heritage side,” he notes, achieving a similar feat within the brand’s choice of colours. “The diverse colour palette reflects the brewer’s desire to offer beers that fully express their diverse inspirations,” he notes, “without imposing restrictions,” hence opting for a retro-modern, straightforward visual system that doesn’t weaken through the use of multiple colours. “The colours,” Verge concludes, “refer to certain classic beer categories or highlight a particular ingredient,” creating a forward-thinking space within the identity that will continue to flex as the brewery grows.

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Madawaska