PJ’s Craft Cream Liquor is a small-batch Ontario cream liqueur known for its rich, smooth flavor, but its original label design didn’t reflect that craft story. The client described the existing packaging as boring, flat on shelf, and inauthentic, lacking the feel of a truly local, artisanal product. The “Ontario Cream” message, central to the brand, also felt like an afterthought rather than a core strength.
In collaboration with A Smaller Agency, I led the redesign of PJ’s label to better capture the spirit of craft production and regional pride. The goal was to elevate the product visually to match its premium quality and connect more deeply with consumers in the Ontario market.
Key design moves included:
New Color Palette - Introduced warmer, natural tones that evoke richness, comfort, and approachability—more aligned with the product’s creamy texture and indulgent flavor.
Refined Typography - Crafted a more distinctive typographic system with hand-finished details to bring out the character and heritage of a small-batch brand.
Licensed Illustration - Selected and licensed intricate, woodcut-style artwork from renowned illustrator Steven Noble to add tactile texture and a sense of legacy to the label anchoring it in both quality and tradition.
Ontario Cream Seal - Designed a bold red stamp-style seal to prominently feature the product’s local origin. More than just a badge, it became a focal point—instantly communicating authenticity and regional pride at shelf level.
The new label brought PJ’s visual identity in line with its true strengths—craft, quality, and local credibility. The redesign helped the product stand out in a competitive category and better connect with discerning consumers.
Following the refresh, PJ’s maintained strong retail placement across Ontario and beyond. It earned a Double Gold Medal at the 2018 Finger Lakes International Wine Competition, and has continued to be recognized as a customer favourite at major retailers like the LCBO which stands as evidence of the product’s enduring appeal and elevated brand perception.
By pairing artisanal aesthetics with clear messaging, the new label design helped PJ’s reclaim its position as a standout Ontario cream liqueur, and one that looks as good as it tastes.
