The brand identity for Madawaska, developed by LG2, establishes a visual language defined by bold, custom typography and a versatile minimalist aesthetic. Spanning packaging, apparel, and environmental graphics, the design system utilizes a retro-inspired palette to ground the brand across diverse media, from beverage cans to merchandise.
The project leverages a mix of studio photography and CGI to present the identity in various contexts, including industrial brewery environments and lifestyle product shots. By integrating graphic elements like typographic monograms and forest-themed illustrations, the identity maintains a cohesive visual narrative across both digital and physical applications.
