Tin Whistle Brewing Co.

Categories:

Branding Illustration UX/UI Web Development

Project Team

Kristiana Vellucci

Art Direction, Design, Illustration

Stephen Trim

Content Strategy, Copywriting

Mike Laine

Web Development

In early 2021, we set out to rebrand the historic Tin Whistle Brewing Co. At the time, Tin Whistle had undergone an ownership change, and it was time for the historic 1995 brand to be reinvented. The Tin Whistle brand had always featured the local flora and fauna of the Okanagan region - which we loved but wanted to give a modern twist.

Hand-drawn illustration was used to create an illustrative style that kept the brand light and playful while still being strong enough to stand out on busy liquor store shelves. What you see today is a brand that celebrates its core beers that include both the classic beers Tin Whistle has made since the 90s and the newer styles we’ve introduced more recently.

The Tin Whistle Core Beers

The original beers are tied together through style, colour palette, and font to create a cohesive looks that screams “the Tin Whistle you know and love but with a modern twist!”.

Coyote Lager can with Tin Whistle Brewing Co. branding on a white background

Can of Peach Cream Ale from Tin Whistle Brewing Co. on a white background

Beer can with 'Black Widow' design and Tin Whistle Brewing Co. branding on a white background

The Tin Whistle Local Series

In 2021 and 2022, Tin Whistle’s spring and fall seasonal beer releases focused on celebrating local hot spots around the Okanagan by creating labels based on popular activities and destinations in the region. Places like Skaha Lake Park, Mount Munson, and Okanagan Beach all find their way into this series. With this series, we chose to branch into a more illustrative, story-book style that would tell the stories of the region better than the simpler, linoleum-print inspired style of the core beers.

Hand holding a can of 'Coco Galore' beer with a pineapple, coconut, and beach-themed decorations on a yellow background.

Two cans of 'Meteo Geats' beer with a glass of amber liquid on a white background with greenery.

Illustration of a character in a colorful outfit with text 'One Piece Wonder Hazelnut Flat White Stout' against a blue background with green trees.

Beer can with 'Morning Glory' label on a pink background

Illustration of a person in winter clothing with 'Winter Whimsy' chocolate cherry porter label

Cartoon bear with a bottle of Eitrau beer, New England Micro IPA & Lager text ina graffiti style on a brick wall background.

Three bber cans of 'the lookout' with colorful designs on a blue background

Cartoon characters with cacti and 'Queen of Tart' text on a yellow background

Three cans of GoGo Light Pseudo Lager with a person's hand holding them, set against a natural background.

The Tin Whistle Culinary Series

In 2023 and beyond, Tin Whistle introduced a new series of beers that focuses on celebrating locally sourced culinary ingredients of the Okanagan region. Ingredients like locally roasted coffee, loose leaf tea, and even “wasted” local ingredients like grape skins in the Wasted Grape beers and spent sake rice in the Cherry Blossom Japanese Lager. We wanted to align the branding of these seasonal beers with the rest of the portfolio, but we also wanted to signal their difference.We chose to maintain our illustrative style, but stray from the core Tin Whistle colour palette - instead using colours that represented the beers themselves. Consumers want simplicity and beer shelves are busy, and we wanted the label to communicate exactly what these beers were. Still fun, still Tin Whistle, but a signal to consumers that these beers are different and worth a special look.

Two cans of Tin Whistle Hazelnut Coffee Milk Stout on a wooden surface.

Can of Earl Grey Pale Ale surrounded by tea leaves, lime slices, and a cup of tea on a white background.

Two cans of 'Ginlet Jungle Lime Sour' with a cartoon mouse and lime design on a pink background.

Can of 'Wasted Grape' beer surrounded by flowers and leaves on a white background

Fruit-themed design with 'Cucumber Lemon Saison' text on a blue background

Person holding a can of Cherry Blossom Japanese Lager on a beach towel

The Brand Beyond the Labels

Along the way, we've continued to work with Tin Whistle to build their brand. From growlers and colouring pages for the tap room to murals in their brewery around town - we've done it all together!

Two brown glass growlers with white illustrated icons on a wooden surface with a blurred natural background

Motorcycle parked in front of a colorful mural with cartoon animals and 'Welcome to Penticton' text.

Collage of Growler A Month promotional materials with Tin Whistle Brewing Co. branding.

Woman holding beer cans and a glass with a package of beer on the table in front of her.

People sitting on kegs in a room with colorful wall art

Coloring book page with a shark design and colored pencils on a wooden surface

Beer keg cap with colorful label featuring cartoon characters and text.

Growler featuring simple, white hand drawn icons being held against a pot of orange plants

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