Forty Creek Niagara Whisky
Premium Canadian Whisky. Believe in Better.
I have had the privilege of serving as the in-house designer at Campari Group Canada, where I worked on their extensive portfolio of brands. During my time, the popular Canadian whisky Forty Creek, which was acquired by Campari Group in 2014, underwent a significant rebrand to appeal to a younger audience. The initial messaging focused on 'New Look, Same Award-Winning Whisky' , before transitioning to the current tagline: 'Believe in Better.'
Believe in Better Billboard
Toronto Highway 401
Deliverables
Billboard
Cylindrical glass wrap
Food & Drink Magazine ad
TASTE Magazine ad
Team
Myself, Graphic designer
Nicole Moretti, Marketing director of Dark Spirits
Leighton Stadnyk, Senior brand manager
Eric Cultsam, Associate brand manager
Veronika Osmikhovska, Associate brand manager
Year
2022 – present
All eyes are on Forty Creek over Toronto's major highway
Championing the brand message of "Believe in Better," this eye-catching billboard highlights Forty Creek's commitment to premium craftsmanship by showcasing three of their signature whisky offerings: Barrel Select, Copper Bold, and Double Barrel. Designed in collaboration with the creative team at Leo Burnett, I contributed to the visual strategy and execution, ensuring the billboard not only captured attention but also resonated with whisky enthusiasts. Through striking imagery and bold typography, this campaign reinforces Forty Creek's position as a leader in the premium whisky market while elevating brand recognition.
Forty Creek Vancouver Sky Train
Deliverables
Vancouver Skytrain wrap
Team
Myself, Graphic designer
Leighton Stadnyk, Senior brand manager
Eric Cultsam, Associate brand manager
Veronika Osmikhovska, Associate brand manager
Year
2024
Forty Creek is front and centre in Vancouver
For the summer of 2024, I designed a captivating SkyTrain wrap for Forty Creek Whisky, transforming Vancouver's transit into a mobile showcase for the brand.
The design highlighted three of Forty Creek's signature expressions—Barrel Select, Copper Bold, and Honey Spiced—using bold visuals and seamless integration of brand elements. This vibrant, high-impact advertisement celebrated the whisky's rich craftsmanship while maximizing brand visibility in a bustling urban environment.
Forty Creek x Altitude Coffee Bags
What goes better than coffee and cream?
In collaboration with Altitude Coffee, Forty Creek had a specialty blend of ground coffee as a gift with purchase of a bottle of Forty Creek Cream whisky. Altitude Coffee is a Canadian coffee house from Brantford, Ontario that was born from of a passion for better coffee and the desire to share it with others.
This project was a pleasure to work on, giving me the chance to experiment with a new type of packaging and create something exciting and memorable for Forty Creek's loyal fans. The main logo features copper foiling, and has layers of spot gloss throughout.
Deliverables
Coffee packaging
In-store shelf talkers
In-store backercards
In-store novelty shaped dump bins
Team
Myself, Graphic designer
Stephen Pryce, Channel marketing manager of Dark Spirits
Eric Cultsam, Associate brand manager
Veronika Osmikhovska, Associate brand manager
Year
2023
Shelf Talkers: Small But Mighty
Over the last two and a half years, Forty Creek has undergone a major rebrand, and I’ve had the exciting opportunity to help bring its refreshed identity to life through retail assets. Shelf talkers, in particular, have been a key tool for engaging customers and showcasing the brand’s evolution. I’ve designed, if I had to guess, at least a hundred of these for Forty Creek, highlighting everything from seasonal releases, recipes, 'Enter To Win' prizes, and award wins, all while incorporating the updated branding. Each design not only grabs attention on the shelf but also communicates the new, elevated look and feel of the brand in a way that resonates with whiskey lovers.
Campari Group Canada is a leading beverage company specializing in the production and distribution of premium spirits and liqueurs. With a diverse portfolio of iconic brands, the company is committed to delivering exceptional quality and innovation in the Canadian market.
Forty Creek (founded in 1992 and acquired by Campari Group in 2014) is a renowned Canadian whisky distillery based in Grimsby, Ontario. Known for its innovative blending and aging techniques that create rich, complex flavours lead by master blender Bill Ashburn. Forty Creek has won numerous awards and is celebrated for its unique approach to whisky craftsmanship.