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Branding

Good Supply Branding (Project)

Jacknife was tasked with creating a recreational cannabis brand for a well-informed, enthusiast audience. From our research, we identified that in contrast to all other segments, these smokers have the greatest amount of knowledge and experience in the category. As the highest proportion of current users (and the highest spenders), they have the most experience…

Woolwich Dairy Rebrand (Project)

Woolwich first came to us to improve its on-shelf brand presence: the challenge arose because products were spread across three in-store areas, with no cohesive look or continuity across SKUs. The ask was to re-name the brand and re-design its entire identity, including the creation of a strategic brand platform, packaging, promotional materials, web presence,…

Day & Ross Rebrand (Project)

Day and Ross, a North American transport and logistics company, approached us to help unify its brand while creating a fresh look that communicated their values, history and future-looking aspirations. Day and Ross needed to bring together its various divisions into one cohesive master brand and create excitement around their vision for the future of…

Selected Logotypes & Brand Marks (Project)

As designers we know that although a brand’s identity is much more than just a logo, the reality of today’s market means that the logo is often the first chance your brand has to leave an impression. What will that impression be, what it says about your brand and its values and whether it appeals…

Inagene branding desgin

Inagene Branding (Project)

The team at Inagene approached us to help them position a new pharmacogenetics brand that, led by renowned scientists and experts in the space, makes it easier for patients and physicians to find the safest and most effective pain management options through a comprehensive genetic test. Because Inagene had to speak to two distinct types…

RIFF Branding (Project)

Jacknife was challenged with developing a recreational cannabis brand for a younger, more urban, and highly creative demographic—who is also highly resistant to traditional marketing and has a great BS radar. So we created RIFF: a platform revolving around creativity, collaboration, and pushing boundaries. After getting to know our audience, we fully immersed ourselves in…

Solei logo

Solei Branding (Project)

Aphria, one of the largest Licensed Producers of cannabis in Canada, had approached Jacknife to create its first recreational cannabis brand. Working with consumer data and segmentation reports, we quickly understood that our target consumer—largely suburban women who still held some stigma about cannabis—needed a cannabis offering positioned like a true CPG brand that they…

general assembly logo

General Assembly Branding (Project)

When the founder of a new fast, casual and gourmet pizza restaurant set to open right across the street from us approached Jacknife to help brand his new venture, we were all in. The vision for what became General Assembly aimed to celebrate the art of hand-crafted food thoughtful design while embracing the power of technology. As…

Onondaga heritage collection photo of men

Onondaga’s 100th Anniversary (Project)

Onondaga Camp, one of the oldest camps in Canada was celebrating its 100th year, and approached Jacknife to create engaging designs to help commemorate its centennial anniversary. The honour of celebrating 100 years of a Canadian icon was not lost on us, and so, with a quest to freshen up their mark for the big day, as…

Impact Kitchen logo design red background

Impact Kitchen Branding (Project)

Impact Kitchen came to us with a vision to create a space that encouraged people to be more conscious of how they fuelled their bodies and what they consumed daily. Their goal was to offer food made with great ingredients, is prepared fresh, and tastes delicious. We worked closely with the Impact Kitchen team to…

Weston Foods nurses background

Weston Foods Rebrand (Project)

Gearing up for an internal brand launch, Weston Foods approached Jacknife with an exciting challenge: to help freshen up the brand and make it bolder, more dynamic, and redefine the future of Weston Foods. The brand has historically been known (and loved) for their bread and bakery products, and our team was tasked with helping…

Mi Taco Brick logo

Mi Taco Taqueria Branding (Project)

One of Toronto’s favourite homegrown taquerias, Mi Taco, approached us to help them refresh their look and tell their story as a family-owned restaurant with fresh recipes and a laid-back vibe. After immersing ourselves in the food (very important), the owners’ goals, and the story they wanted to tell, we got to working on a…

Ignite Environment design close up

IGNITE – Empowering Students’ Union (Project)

Humber Students’ Federation, a student-led organization operating in the sphere of student life at Humber College and sister university Guelph-Humber, came to Jacknife with a mission for a complete rebrand. Despite high favourability and job approval ratings from the student body, the HSF brand suffered from an institutional visual identity and name that, in the…

Aphria Medical Branding (Project)

In the process of working on several recreational brands for Aphria—a Canadian Licensed Cannabis Producer—we were tasked with helping re-focus and re-brand their Medical business as well. Our task was to give the Aphria Medical brand a more sophisticated, trustworthy appearance and brand positioning. We got to work by aligning on a strategy that makes…

Pride at Work Canada Branding System (Project)

Pride at Work Canada is an organization founded in 2008 by a group of dedicated volunteers; they started with a vision to improve the climate of inclusiveness for LGBTQ2+ people in Canadian workplaces. With over 80 national and regional partners, their efforts empower employers to foster workplace cultures that recognize LGBTQ2+ employees as an integral…

8Plus – Architectural Hardware (Project)

8Plus, an architectural hardware supply and consulting agency, had approached Jacknife about a branding and positioning project that would refresh their current identity and position them as a market leader. We worked closely with the team to uncover business insights, goals, and competitive advantages that helped us create a strong positioning, and build a robust…

Kilberry – Leadership Advisors (Project)

The Kilberry team approached Jacknife to help elevate their identity to reflect their premium clientele—which included C-Suite management at companies such as the NBA, Under Armour, RBC, amongst many others. The ask was to showcase world-class executive advisory services in a way that stood out and reflected the first-class services their clients receive. We knew…

defying convention on wall

Ted Rogers School of Management (Project)

After 10 years on the scene, the Ted Rogers School of Management was facing a reality where their excellence in education and student success was consistently demonstrated, yet not aligned with the university’s core values. With the goal to build their reputation, as well as to acquire the highest quality of students and faculty, TRSM…

Now that technology distribution has virtually touched every industry, how resilient is your company’s brand? (Journal)

by Cameron Wykes, President at Jacknife Design Inc. When I ask prospective clients to name three of their brand engagement touch points, without fail, they start naming advertising initiatives. It was my wise friend Will Novosedlik who said that “engagement comes from the interaction with a brand, not the ad… and all you should expect…

Branding a Challenger (Project)

As Jacknife began work with TruShield, a small business insurance provider, we immediately came to understand the challenges of the emerging brand operating in a noisy, highly commoditized market. The existing brand needed an overhaul to create a more appealing, consistent and systematic offering if it hoped to cut through the clutter to attract new…