For 165 years, J.P. Wiser’s has been synonymous with Canadian whisky. But who says an old brand can’t learn new tricks? It’s just launched a bold new look across its entire portfolio, one that captures its heritage while looking ahead to the future.

For the refresh, international design agency JDO created an updated logo that combines modern typography, a colour palette that pays homage to the brand’s industrial origins and two new brand symbols: a big W and a horse rearing over a barrel, a tribute to founder J.P. Wiser’s quote: “Horses should hurry, but whisky must take its time.”

As Caroline Begley, vice-president of marketing for Corby Spirit and Wine, says: “That’s what we call wisely done.”