PJ’s Craft Cream Liquor | Label Redesign
Creative direction and label redesign for a small-batch Ontario cream liquor.
The Challenge
PJ’s Craft Cream Liquor had established local recognition, but its generic label vanished on crowded retail shelves. With zero budget for custom glass molds or expensive structural finishes, label design alone had to carry the weight of making the product look authentic, premium, and craft-made while preserving existing customer recognition.
The Solution
Art Direction & Licensing: Developed the redesign and directed the selection and licensing of custom artwork by renowned illustrator Steven Noble, instantly injecting heritage and craft authority.
Visual Hierarchy: Sharpened colour contrast and restructured the front panel so the bottle cuts through category noise on store shelves.
Local Positioning: Elevated “Ontario Cream” from an obscure footnote into a prominent, high-margin mark of quality.
The Result
8+ Years on Shelf: The redesign has been driving sales in-market for over eight years without requiring a single visual update.
Retail Expansion: Secured and held prime LCBO shelf placement while seamlessly expanding into multiple new flavour SKUs on the original design.
Industry Recognition: Awarded a Double Gold Medal at the 2018 Finger Lakes International Wine Competition.
