Fire Bloom

In 2023-2024, 17M hectares of Canada's forests burned. Best of Kin, a community-focused microbrewery, partnered with our agency to fight back with the creation of Fire Bloom Honey Lager. It’s made with honey from fireweed, the first flower to grow from wildfire ashes. A beer born from fire needed a label made with fire. Local artist Steven Spazuk painted the label with flame, reinforcing the beer’s provenance and message. Funds from Fire Bloom go to reforestation and help affected Albertan communities, creating a circularity within the narrative: from wildfire to beer to regrowth.