J.P.WISERS
2022
Spirits & Alcohol
Legacy
Emblazoning J.P. Wiser’s:
Drawing wisdom from the past, building confidence for the future
As old as Canada itself, J.P. Wiser’s promise is simple yet powerful: great whisky that is rich in heritage, crafted with honesty, and free from the superfluous.’ Despite this legacy, the brand’s visual identity had become inconsistent, leaving drinkers indifferent.
It was high time for J.P. Wiser’s to claim its well-deserved place as a world-class icon. We were tasked with crafting a new identity that celebrated its illustrious past while boldly looking to the future. This wasn’t about reinventing J.P. Wiser’s; it was about restoring belief in the brand as a true, dependable whisky that hard-working Canadians could feel genuinely proud of.
CANADIAN ICON
We began by revisiting the brand’s iconic elements and reinterpreting them for a twenty-first-century audience. By making its iconography distinctive, ownable, and heroic, J.P. Wiser’s evolved into a whisky that felt proud, confident, and unmistakably Canadian. A pivotal part of this transformation was elevating the ‘W’ from Wiser’s—turning it into a bold, defining symbol that extends beyond packaging, bringing clarity, consistency, and fresh vitality to the entire brand experience.
WISELY DONE
With authenticity at its core and a bold modern design, J.P. Wiser’s has reasserted its place in the whisky world. The design commands attention—already winning SILVER at the Transform North America Awards and GOLD at the 2024 World Brand Design Society Awards.
Simply put, it’s ‘Wisely Done.’
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