4 different can concepts beside each other
Laughing Paddle

Brewing Up the Latest in Light Lager Brands

New Ontario Brewing Co. has been serving up smiles and quality craft brews since 2015. Founded in North Bay and available in LCBOs and Beer Stores, and on taps around the province, their beer brands have historically and intentionally been focused on Northern experiences and the fun and unique vibe that is Northern Ontario. With a goal to broaden reach in new locations and within new demographics, and to compete in the growing light lager segment, New Ontario wanted to rebrand an existing popular brew with a fresh new take distinct from their established master brand. They were also seeking a partner with food and beverage branding experience, and a solid understanding of that special Northern vibe. That’s where sagecomm came in.

With a goal to get the rebranded product in market as soon as possible, the plan involved rapid discovery, naming and creative iteration, beginning with a deep dive with New Ontario founders and scan of the key competitors in the province. Naming came next, exploring every possible way to deliver a fresh take on traditional light lagers and associated activities – from dock or deck, to backyard or back nine – with a name that could be unique within the highly crowded and competitive craft beer market.

When Laughing Paddle was selected, the creative team got to work on a variety of fun and remarkable visual takes, to bring this new vision to life in a way that would have broad appeal and stand out on taps and shelves. The result was a playful, customized typographic solution that looks organic, in its shape and texture and was made to be the hero of the can. This illustrative style mirrors the Laughing Paddle promise of freshness, fun and a little (light) adventure. Delivered with a cool and calming colour palette that draws on the natural elements, this can reflects all the qualities of this light and fresh lager. Feet up. Cares down. Cheers all around.

Services Delivered

  • Research & Discovery
  • Naming & Tagline Development
  • Brand Positioning & Strategy
  • Visual Brand Development
  • Label Development


Food & Beverage
Small Business

Featured work samples

4 cans of Laughing Paddle beer lined up on a dock
Beer can label design laid out flat. Reads: Laughing Paddle. Feet Up. Cares Down. Cheers All Around.
Mood board: Paddles, friends laughing, beer cans, lake, fire
Gallery of Laughing Paddle beer can shots in front of a lake
Laughing paddle can concept: Illustration of a paddle laughing

Additional Creative Concepts

The team went through a number of rounds of creative iteration resulting in four potential can directions. These designs lean into different interpretations of a beer that doesn’t take itself too seriously and embodies enjoyment and lightness in its aesthetic as well as its tone.

Laughing paddle concept: Typography reading Laughing Paddle where the L in paddle is a paddle
Laughing Paddle concept: Abstract faces on a paddle