Helping a brand transcend its product.

Wayne Gretzky is many things – hockey player, Canadian icon, business man, estate owner and most recently, distiller. Introducing a new small batch, Canadian whisky into the Wayne Gretzky Estates Winery portfolio required consideration of Wayne’s personal brand as well as all of the products that carried its name. With a wide ranging portfolio including many different products, it was important to understand how the brand transcends the product to create one, singular brand experience.

In crafting the brand, we took the heroic spirit and accomplishment of the man and scribed it onto a simple, elegant emblem. The master blending and finishing method of the whisky is denoted in the secondary label signed by Wayne Gretzky. While an accomplished expression of Canadian Whisky, Wayne Gretzky No. 99 Canadian Whisky is also a complement to the already established portfolio of products bearing the iconic No. 99.