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  

Just Posted

B.C. Supreme Court dismisses judicial review around ferry workers’ right to strike

B.C. Ferry and Marine Workers’ Union collective agreement expires November 2020

City of Nanaimo announces winner of street banner design contest

Amy Pye’s artwork shows people living in harmony with the ocean and nature

Nanaimo Mounties to return stolen rifles to owner

Guns had been seized this month by police who found the suspect carrying rifles wrapped in a blanket

Beefs & Bouquets, May 23

To submit a beef or a bouquet to the Nanaimo News Bulletin, e-mail bulletinboard@nanaimobulletin.com

Nanaimo Timbermen want to keep trending upward

Senior A lacrosse team, coming off a 2018 playoff appearance, about to start 2019 WLA season

600 new campsites coming to provincial parks and recreation sites across B.C.

Tourism Minister announced half of the new spots to 13 most popular provincial parks

Bookfest helps fill school library shelves leading up to next week’s event

Vancouver Island Children’s Book Festival is June 1 at downtown Nanaimo venues

Municipalities protest after B.C. declares marijuana crops ‘farm use’

UBCM president seeks answers in letter to John Horgan government

CMHC defends mortgage stress test changes amid calls for loosening rules

Uninsured borrowers must now show they could service their mortgage if rates rose two per cent

B.C. woman left ‘black and blue’ after being pushed off 40-foot cliff at lake

West Shore RCMP looking for witnesses as investigation continues

Christmas morning burglar sentenced in Nanaimo

Justin Redmond Feusse, 20, sentenced to 240 days in jail for Christmas day break-and-enter

RCMP searching for missing Vancouver Island teenager

16-year-old Lasheena Seward was reported missing from a group home in Port Alberni

Nanaimo astronomers can hear about ultraviolet telescope’s galactic calculations

Canada’s space telescope to look at blue end of light spectrum to unveil mysteries of the universe

UPDATE: Suspected drunk driver crashes into line-painting truck on the highway in Nanaimo

Crash happened at 1 a.m. Wednesday on the Trans-Canada Highway near Duke Point Highway

Most Read