Due to extensive packaging changes and weak brand definition in the United States, Collingwood Whisky was in need of a relaunch. The first priority was to reposition the brand to be true to itself as an artisanal whisky born of the Canadian landscape and spirit.
The consumer insight revealed that in a world of mass production, today’s millennial consumers desire to discover boutique brands with intriguing stories that they can make part of their personal narratives.
Speaking directly to that audience, the Collingwood brand exists as proof that they have explored the artisanal world. The tagline "Journey Forth™” is a mantra to live by. It offers encouragement to pursue your passion. Whether your aspiration is to raise organic vegetables, restore vintage guitars, craft fine Canadian whisky or simply appreciate that which is well-made, Journey Forth.