The Cracked Canoe Story

Cracked Canoe is an ultra premium light lager brewed specifically for life’s precious low-key moments. Like lazing on the dock with your best buds, snack-fueled afternoons of cloud gazing, and elongated hammock sessions. It was here where we developed the philosophy “Paddle Slower” to remind Canadians that the finer things in life can be achieved simply with an open Cracked Canoe and a plan-free weekend. 

To look more the part of a premium ultra light lager we simplified the packaging design, refurbished the existing wordmark, and developed a bold new icon of an adventurer paddling a moose to pay homage to Moosehead masterbrand.

Then, to properly launch the fresh redesign, we created a series of scenes that viscerally evoke the “Paddle Slower” lifestyle. The video and stills we captured are meant to feel both familiar and aspirational. Urging viewers to reprioritize life and focus on what really matters. Taking it easy, lightening up and taking it slow.