In its first 20 years, Okanagan Spring has grown to become BC’s leading craft beer brand. However, in recent years, their share has been slowly eroded by other craft brands, pseudo-craft brands and by the insurgence of strong imports like Stella and Heineken. Despite top marks for the liquid itself, the brand had low recall, poor differentiation, and the logo had no unaided recall among even the most diehard fans. The packaging was even worse: it followed the category cliches of “old world” ribbons, banners and crests, oval labels, and zero unique communication.
The revitalized positioning is best expressed by the new tagline, “Know Your Beer”. OKSpring is the craft leader for a reason: pure ingredients, no preservatives, no additives, all-natural beer that is brewed with the highest attention to detail, knowledge and craftsmanship.
Okanagan Spring can’t help but share this craft excellence and expertise with their drinkers. Central to the new logomark is the “Craft Beer” icon, symbolized by a barley sheaf resting in an open hand.The new Packaging Platform shows “Know Your Beer” in all its glory, from the first-ever “Beer Colour Scale”, to ideal serving temperatures, first brew dates, and the Brewmaster’s certification, to diagrams and writing that tell the story behind every beer that they make.