Wedge’s work for Canada Dry brings a respectful refresh to the ginger ale’s 130-year-old legacy 

“Refreshes are not to be confused with setting the house on fire,” Justin Lortie, Founder & Design Director at Wedge tells us, “it is an honouring of a journey and carrying that forward.” When tasked with rebranding one of the most iconic trademarks in Canada, where do you even begin? For Montreal and Los Angeles-based design agency Wedge, who were invited to provide a brand refresh for Canada Dry, the answer lies in its history. With a legacy that spans over 130 years, the household name ginger ale was in need of an updated brand and packaging system for the modern world. However, Wedge knew it would be vital to respect and pay homage to the iconic elements that evoke the familiarity and nostalgia that Canadians know and love. The brand is such a vital part of Canadian history, that “you may be surprised to learn that back in the day,” Lortie adds, “people used to water their Christmas trees with Ginger Ale! With that kind of legacy comes a lot of history, a deep connection and cultural ownership.” The team at Wedge intentionally wanted to keep that spirit alive. “With rebrand projects like this one, it’s essential to deeply understand which elements act as key brand attributes,” Lortie continues, describing the initial project stages. “In other words, the elements that define the brand in the minds of the audience.” Studying the Canada Dry archives, the team reviewed decades of brand specimens, advertising and packaging in order to understand the key iconic elements that resonated the most with buyers. These insights would inform the refreshed look – a modernised, cohesive and flexible design system – characterised by a new signature colour, badge and crown.