Chris Bjerrisgaard says the re-re-branding of Vancouver Island Brewing really brings back more of the “Island feel” that customers missed. (Nicole Crescenzi/News Staff)

Vancouver Island brewery re-brands again after cryptic new logo failed

Victoria-based brewers said goodbye to confusing hexagon logo

When plan ‘A’ doesn’t work, it’s try, try again or — for Vancouver Island Brewing–brand, brand again.

The local brewery launched a new logo in 2018, less than a year after re-branding themselves in 2017 in an attempt to revitalize their product.

“We had a bit of a misstep in re-branding in 2016/17 and really lost our way and the feel of the Island,” said Chris Bjerrisgaard, marketing director and Vancouver Island Brewing.

The 2016/2017 launch focused on a minimalist-style logo which featured “VI” in the centre of a hexagon, which left many people confused.

“They were like ‘Is it six?’–because of the VI– they didn’t really understand where we were going with that, and that we lost the Island feel,” Bjerrisgaard said.

ALSO READ: New organization to host Great Canadian Beer Festival starting in 2019

The updated logo features a circular text decorated with two orca whales, in homage to an even earlier logo that showed a breaching orca.

“We’re happy we can reach into our past, but also show a way forward,” Bjerrisgaard said.

Vancouver Island Brewing’s former logo (left) had many people confused, so they relaunched with a more Island-inspired look (Facebook/Vancouver Island Brewing)

The brewery made good humour of their “oops” by poking fun at themselves on their social media campaigns.

“Trying to deny that you made a mistake looks even worse, we admitted 2017 was rough: fake news, Roman numerals and hexagons,” Bjerrisgaard said. “It wasn’t a great year for a lot of people, and definitely not for Vancouver Island Brewing.”

ALSO READ: B.C. breweries win big at 2018 World Beer Cup

The brewery has seen many makeovers since its inception in 1984 when it launched as Island Pacific Brewing. Since then it’s moved, had brewery renovations, a name change and several re-brands, after this round the plan is to stick with what works.

“We think it has a lot of longevity behind it now,” Bjerrisgaard said. “Keep your eyes on Vancouver Island Brewing, we’re back in a big way.”

ALSO READ: Is your beer vegan? Vancouver Island Brewing also going kosher

nicole.crescenzi@vicnews.com


Send a Tweet: @NicoleCrescenzi

Like us on Facebook  

Beer

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

B.C. NDP’s throne speech speaks of benefits to B.C., says MLA Scott Fraser

Fraser agrees to meet with Wet’suwet’en hereditary chiefs over pipeline

Port Alberni’s Old Puckers playing for BC Children’s Hospital

CFOX’s hockey team will make the long trek to central Vancouver Island for the game

BIZ BEAT: Get a head start on spring cleaning in Port Alberni

Chris Fenton walks across a desert to raise funds for ACAWS

2020 is another banner year for Port Alberni

Painted banners will be hung up in the Rotary Arts District this summer

Blair says RCMP have met Wet’suwet’en conditions, so barricades should come down

The Wet’suwet’en’s hereditary chiefs oppose the Coastal GasLink project

PHOTOS: RCMP call on kids to name latest police puppy recruits

This year’s theme is the letter ‘N,’ and 13 German shephards must be named

B.C., federal ministers plead for meeting Wet’suwet’en dissidents

Scott Fraser, Carolyn Bennett standing by to return to Smithers

B.C. mom’s complaint about ‘R word’ in children’s ministry email sparks review

In 2020, the ‘R’ word shouldn’t be used, Sue Robins says

Federal minister pledges to meet Wet’suwet’en chiefs in B.C. over natural gas pipeline

The Wet’suwet’en hereditary chiefs say they are visiting Mohawk territory

2010 leader John Furlong urges Vancouver to bid for 2030 Winter Games

VANOC said the 2010 games broke even financially

Pipeline dispute: Tories put no-confidence motion on House of Commons agenda

Conservatives say they have no confidence in the Trudeau government to end the rail blockades

Canadians aboard coronavirus-ridden cruise ship to return home tonight

Among the infected are 47 Canadians who will have to remain in Japan for treatment

Most Read