Strano + Pettigrew Design Associates

Brand architects. Brand builders.

Dark Horse Canadian Whisky

Dark Horse Whisky – Alberta Premium’s Darker side.

Dark Horse is a breakthrough whisky that is bolder, richer and discernibly Canadian. Our strategy was to take a type-driven approach to the design. We wanted as much of a solid black label as possible in order to help create visual white space on shelf – while at the same time allowing the liquid to show through so connoisseurs could clearly see the beautiful dark amber colour of the whisky.

The Dark Horse brand identity represents the founder’s love of thoroughbred racing and a passion for excellence. In keeping with the solid black appeal of the label we chose to print the horse as a clear spot coating.

The result is a striking package that fully embraces this bold, new whisky’s commitment to “Raising the bar in Canadian whisky.”


This entry was posted on September 5, 2012 by in Identity, Packaging.


Brand architects. Brand builders.

Strano + Pettigrew is a Toronto based creative firm with a passion for strategic design, fully integrated campaigns and brand building. S+PDA has always strived to pursue an architectural approach to projects—meaning a well-researched, strategic framework supports each and every execution.

With a strong emphasis on traditional typography, S+PDA develops compelling creative solutions in the areas of brand strategy, campaign development, visual identity, packaging, custom publishing, experiential, print design and new media.

The agency serves clients nationally and abroad, spanning a diverse range of industries, while always ensuring that the authenticity of a client’s brand is at the core of every execution.

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