From naming and brand development through identity and packaging, the goal in working with Truss Beverage Co., one of Canadas leading cannabis product company’s, was to assist in creating a cannabis beverage brand specifically tailored for the craft beer and beverage segment.

Truss had been working with craft breweries to produce an exceptional non-alcoholic beer that Truss could work with as a base to add their THC and CBD emulsions. We saw that there was a wonderful and unique story to tell surrounding the relationship between the craft brewing and cannabis teams which in most of the cannabis product world are miles apart.

Consequently we imagined a brand that would speak of the collaboration between these two somewhat strange bedfellows — the nerdy craft brewer and the mad cannabis scientist — both who passionately pursue pushing the limits of their liquid arts and who have so much to lend to each other.

We named the brand Bedfellows Liquid Arts to reflect the unlikely and strange bedfellow relationship between the parties.

The package design for @bedfellowsliquidarts needed to do a lot more than what is typical for beverage retail. In this case cannabis beverage is a brave new world and within it, so much of the new product space has to be communicated without words due to Canada’s intensely restricted and regulated retail environment.

A non-alc product collaboratively made by craft beer brewers that cannot legally say beer but which needs to communicate that it’s a beer without alcohol, with added THC and CBD, so that beer lovers will know to pay attention and find it.

Lastly it needed to suggest craft, but craft what? We can’t say beer.