Despite a long legacy, the brand’s visual identity had become inconsistent, leaving drinkers reaching for something else. Tasked with empowering the brand with a new identity that celebrated its illustrious past while boldly looking to the future.

J.P. Wiser himself was a rancher, a man from humble roots who had the idea to feed his horses with spent grain while turning a profit from selling whiskey. And thus, a great Canadian business man started the oldest distillery in Canada.