Background: 

Ungava is a uniquely Canadian gin known for its vivid yellow colour and smooth, botanical flavour—qualities that set it apart but also caused confusion among new consumers. As the Quebec gin market became increasingly crowded, Ungava needed to clarify its identity and reassert its position as a pioneer, while also expanding awareness across the rest of Canada.

Scope & Impact: 

We led a full packaging refresh to better reflect the brand’s uniqueness and ingredients from Ungava Bay. The updated design leveraged the yellow hue as a bold asset and highlighted the arctic botanicals used in its recipe. With new packaging in place, a new messaging campaign was also in order. It needed to reconnect with loyal Quebec consumers by introducing the new look and story, while also attracting new audiences nationally during the high-profile CBC Tokyo 2020 Olympics broadcast.

The refreshed packaging and unified messaging helped reintroduce Ungava with clarity and confidence. By celebrating its local roots, smooth flavour, and distinct design, the campaign rekindled brand love in Quebec and built broader awareness across Canada—repositioning Ungava as a proudly different, proudly Canadian spirit.

CLIENT: Corby Spirit & Wine
AGENCY: Pigeon Brands