I spearheaded the design direction and brand strategy for the Bearface Whisky identity redesign, building a cohesive system around their core USP, "Aged by the Seasons." To bring this concept to life, I designed a series of key visuals featuring the bottle exposed to the extremities of Canada’s four intense seasons, crafted at the onset of the AI boom, but custom hand-animated without AI tools for DOOH and social media.

The full identity refresh including guidelines introduced a refined wordmark and clawmark, a more considered colour palette, expressive typography, and evocative photography rooted in wild, elemental landscapes. Alongside establishing physical retail and exhibition executions, I built a modular layout system designed to dynamically adapt to shifting real-time weather and seasonal changes.