To honor Regina, Saskatchewan’s 100th anniversary, Big Rock Brewery created a new beer called Bone Creek.

Back in the days before Regina became a city, the area was known to be the dumping ground for unwanted buffalo bones. Bone Creek was one of the names explorers and traders used to call it.

The painting on the label and the design were both created by Tracy.

The campaign included bar posters, beer bottles and cases (all shown here), as well as tent cards, sales sheets and an announcement email.

Sales exceeded expectations that centennial year and one dollar from each case sold was donated to the local YWCA.