Boréale is getting into the seltzer game

To break into this growing market, the brand worked with Cossette to create the identity for this new product, design the cans and develop the launch campaign.

To differentiate the seltzers from Boréale beer—already a mainstay on store shelves—the agency decided on the wolf as the icon for this new line of beverages. These northern animals live in packs, so they perfectly embody the sense of togetherness and the love of nature and cottage life that characterize the brand. What’s more, the image is easily recognizable and can be used in many different applications.

The tagline “Soif de loup” (“Thirsty as a wolf”) sets the tone for different attributes, from the can to the communications initiatives. Drawing inspiration from the well-known French expression “avoir une faim de loup” (“being hungry as a wolf”), Cossette’s design team applied this notion of an intense craving to the beverage to illustrate its ability to quench a ferocious thirst. 

The packaging depicts a mysterious nocturnal setting—with a different colour scheme for each fruity flavour combination (Lemon Lime, Mango Pineapple and Raspberry Blackberry)—which is sure to resonate with campfires aficionados and fans of the outdoors. This helps the seltzers carve out a special space for themselves in the Boréale family, while fitting in perfectly next to products that feature the brand’s iconic bear. 

This desire to spark the imagination gave rise to our launch campaign. Its tagline, “Soif de nuit” (“Thirsty as the night”), encourages people to step out of the house and get together with friends outside and in nature. We’re calling on them to enjoy the summer, unleash their wild side, and—most of all—sate their wolf-like thirst once the sun goes down. Signage and social media ads were rolled out across Québec.