Design Process & Symbolism

The logo development was driven by the Goose Break tradition, with the Canadian Goose symbolizing both connection to the land and freedom. The Cree syllabics were carefully integrated, honoring the language while maintaining modern legibility and visual appeal. The design process involved several iterations, using feedback from the Cree community to ensure cultural accuracy while making the logo accessible to a broad audience. The result was a logo that balances tradition and contemporary design in a way that speaks authentically to both Indigenous and non-Indigenous viewers.

Final Deliverables, Impact & Success

The final brand identity system included a logo, color palette, typography, and patterns, all carefully chosen to reflect Cree culture’s natural and earthy tones. The design process also included packaging, promotional materials, and digital assets, ensuring consistency across all platforms.

Wachiya’s brand identity quickly resonated with both Cree communities and a wider, non-Indigenous audience, offering a meaningful and approachable representation of Cree culture. As a result, the brand successfully launched its first physical store in Old Montreal, marking a key milestone in expanding the visibility of Cree arts and continuing to support Indigenous artists across Canada.