Church Spirits + Ales

Vancouver Island and Western Canada are home to a vibrant craft beverage scene, where curious, discerning consumers are driving demand for high-quality, locally made spirits and ales. At the same time, a growing global appetite for small-batch and specialty blends offers exciting potential for independent Canadian producers—if they can find a way to stand out. Church Spirits & Ales was imagined to do just that: to bring bold, distinctively Canadian craftsmanship to market with a brand built on story, place, and presence. 

(This was a special project for me—one that combined thoughtful branding with the unique challenge of helping products compete in the highly competitive world of liquor store shelves. As a non-drinker, immersing myself in the rich traditions, craftsmanship, and culture of fine spirits was a fascinating learning curve. It was a world I hadn’t known—but one I came to deeply respect. While the project ultimately didn’t secure the funding needed to move forward, it was an absolute joy to work on. The subject matter was rich and inspiring, and the clients were two of the most creative and generous I’ve had the pleasure to collaborate with. Helping them shape a beautiful idea into a living, breathing brand was a privilege.)

What We Were Hired to Address

Church Spirits & Ales had a bold concept and visionary team, but lacked the brand foundation, identity, and materials needed to enter a highly saturated and competitive market. The company needed to move from idea to investment-ready—equipped with a compelling story, brand aesthetic, and business strategy to attract funding and gain shelf presence in Western Canada’s premium craft beverage scene.

To succeed, the founders needed to:

• Define a distinct brand identity and product narrative to differentiate in a crowded market.

• Develop a premium product line that reflected local ingredients and Canadian heritage.

• Build a compelling business plan to attract investors and raise capital for facility development.

• Lay the groundwork for national and international market entry.

Research / Strategy

Our engagement began with strategic discovery and competitive market analysis to position Church Spirits & Ales within the craft distillery and brewing sector. Our goal was to capture the spirit of the founders’ vision—one that blended local craftsmanship, hospitality, and storytelling—and turn it into a credible, investor-ready platform.

Success, as defined by the client, required:

• A refined and memorable brand system to drive recognition.

• Clear investor messaging tied to emotional and cultural value.

• Distinct packaging and product positioning to stand out on shelves.

• A cohesive strategy to bridge conceptual storytelling and business practicality.

Actions / Execution

We partnered with the founding team to build the Church Spirits & Ales brand from the ground up—providing end-to-end creative and strategic services.

Brand Development

• Led naming workshops, brand positioning sessions, and personality profiling.

• Created a visual identity system including logos, typography, colour palette, iconography, and packaging mock-ups.

• Developed the brand story and manifesto, aligning tone and values with premium heritage positioning.

Product and Storytelling Design

• Produced packaging concepts that elevated the sense of craft, narrative, and place.

• Wrote product-level storytelling that highlighted local herbs and ingredients used in each blend.

Investor and Market Strategy

• Developed a full business plan and pitch deck, integrating financial projections, market analysis, and visual storytelling.

• Created experiential brand materials to simulate the physical distillery experience for funders and media.

Digital and Marketing

• Designed a website with interactive storytelling and visual cues to evoke the brand’s future physical space.

• Crafted the social media strategy and brand voice to engage early audiences and support investor outreach.

Every touchpoint—from bottle label to investor pitch—was designed to evoke a warm, culturally grounded experience steeped in Canadian sensibility.

Outcomes / Results

While the project ultimately didn’t secure the full capital needed to launch its physical space due to broader economic headwinds, Church Spirits & Ales entered the market fully brand-ready and creatively aligned. Key outcomes included:

• A comprehensive brand platform that was distinctive, premium, and deeply rooted in story and place.

• A complete suite of investment and marketing assets that helped the company build early momentum and secure initial support.

• A product and identity framework ready for production and shelf placement, showcasing blends that celebrated Canadian ingredients and heritage.

Despite not reaching full launch, the project stood as a creative highlight—a joyful collaboration fuelled by vision, culture, and design.