The Microbrasserie de la Madawaska draws its inspiration from the winding river of the same name. The river runs through Dégelis, a small town in Eastern Quebec, whose name in Old French means “an ice-free body of water.” The region’s landscape, with its ubiquitous water and sinuous movement, served as the source for the graphic brand platform.
The cans’ design is based on a simple, eye-catching visual system that stands out in a saturated world. The custom typography communicates a modern yet retro attitude with its visual accents from the 1970s. Extracted and entwined with the MADAWASKA signature, the logo shows a stylized letter M reflected in the water of the bending river, buoyed by a clean, simple design.