Alexander Keith’s Brewery

Agency: Union Creative

Identity and packaging for the launch of Alexander Keith’s Brewery in Nova Scotia, including their beer lineup and campaign.

The visual system draws on weathered textures, traditional signpainting, and a stripped-back take on the iconic stag from its parent brand.

Rooted in a 200-year legacy, the brand celebrates its revitalization as a small-batch, community-focused operation, led by a new brewmaster and inspired by the vision of founder Alexander Keith.

The visual identity balances heritage with a fresh perspective, drawing on on weathered textures, traditional signpainting styles, and a stripped-back take on the iconic red stag from the parent brand—Alexander Keith’s. 

We used a simplified wordmark for the flagship beer, Cornerstone, allowing the full stag illustration to take focus within the label design.

For the broader range of craft brews, stag horns are incorporated into the logo, creating a cohesive system that nods to the brand’s legacy while feeling fresh and locally grounded.

The new brand presence comes to life in the historic Stag’s Head pub, where visitors can experience small-batch releases in the very space once used as an aging cavern by Alexander Keith himself. The refreshed identity complements the storied setting, connecting past and present through thoughtful details and locally inspired design.

Beyond the packaging, the identity extended to uniforms, retail, and signage. A full launch campaign across out-of-home and digital introduced the new artisanal brewery for a large and much-loved brand.

We also hosted an experiential activation at the Bay of Fundy during low tide, a time rooted in local tradition and regional pride.

On the east coast, low tide is a moment of connection. It’s when people harvest dulse, explore the exposed seafloor, and gather to observe the rhythms of the tide. Embracing that spirit, we created a communal dinner set against the incrdible landscape of Fundy, complete with live music and locally sourced fare. It was a celebration of place, culture, and community.