Conceptual Branding in Honour of the S.S. Edmund Fitzgerald

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Brett Lair - Fitzgerald Whiskey Concept

From the first time I experienced Lake Superior, I’ve been completely hooked. Never before have I experienced something with so much history, beauty, and power. I wanted to create a concept based on Lake Superior, but more specifically one that honours Captain Ernest M. McSorley and the historical SS Edmund Fitzgerald wreckage which occurred in 1975.

Important details are used throughout the design such as the wreckage coordinates on the bottleneck, the year the ship-building began, and Captain McSorley's last words before the ship went down.

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Design Agency : Brett Lair
Article Title: Conceptual Branding in Honour of the S.S. Edmund Fitzgerald
Brand / Project Name: Fitzgerald Whiskey
Design Credits: Brett Lair Designer www.brettlair.ca
Production Credits : Yellow Images Mockups www.yellowimages.com
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Naming, Consumer Product Naming, Consumer Tone
of Voice
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Brand Creation,
Consumer Graphic Packaging Design
Location: Canada
Market Country: Canada
Market Region: North America
Project Type: Freelance Concept, Non Published
Project Category: Spirits
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Glass