Conserving Canada’s Wetlands

Spearhead's Fastest
Growing Beer

Spearhead Brewing Company is proud to mark a new partnership with Ducks Unlimited Canada by introducing its new Decoy Lager. For every six-pack of 355-ml cans that you buy, Spearhead will donate $1 is donated to Wetlands Conservation.

We worked with Spearhead and Ducks Unlimited Canada to design new packaging that would resonate with both rural and urban hunters. In addition to an improved layout, we carefully crafted a custom camouflage pattern inspired by old-school duck camo while incorporating several duck decoys. The camouflage is designed as a modular system that can be adapted to any application and built around the primary graphic, the silhouette of a duck decoy.


Decoy Lager has quickly grown on a national scale. It is the fastest-growing beer in the history of Spearhead. It had a signed deal with Manitoba within a month of launching in Ontario.

Project Scope

  • Packaging design
  • Marketing materials
Spearhead and Ducks Unlimited logos

Decoy Lager

Spearhead’s Decoy Lager is light on alcohol and colour, but not on taste. The aroma and taste exhibit malty sweetness with a clean, fast finish on the palate.

Ducks Unlimited Canada

Ducks Unlimited Canada conserves, restore and manages wetlands and grasslands to benefit waterfowl, wildlife and people. They keep the water in our lakes and rivers clean as well as protecting our communities from the effects of floods and drought. The wetlands they save aren’t just for ducks; they’re for all of us.

decoy beer shirt designs
duck decoy illustrations
decoy beer can compare
Coverage on Global News Morning Kingston

Project Credits

Creative Direction: Jon Allison
Design: Jon Allison
Photography: Mike Wing

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