Here’s a question we get a lot: Why is the Doctor Shrugging?

Often I will answer with a shrug of my own – but there is a story behind our mascot.

As I’m sure you’re sick of me saying by now, Zach and I started this business at 18 years old. We didn’t really have any idea what we were doing, and we had zero dollars. With no funding, no contacts and no clue; we had to grind and put in the work to make ourselves successful. The entire process of getting a liquor licence was the hardest thing I ever did. Things looked dire and unsolvable many times as we consistently got delayed, had unexpected problems and ran out of money time and time again. The only thing that got us through the challenges? Ingenuity and a entrepreneurial spirit.

What do you think of when you think about ingenuity?
What do you think of when you think about entrepreneurship?

I’ll tell you what I think epitomizes the spirit of the entrepreneurship and ingenuity that we required to make this operation as successful as it is, while still capturing our personality and being standout from the other brands out there.
The Doctor of Old. Pushing his cart from town to town, selling ‘Cure All’ Elixirs and Potions. Because at the end of the day, aren’t we at Shrugging Doctor just selling you elixirs and potions that some may argue cure everything ailing you in life?

We put a lot of our personality into this operation, and our branding is very important to us and our business culture.
I don’t know if you saw our post on Father’s Day, but our Iconic ‘Doctor’ logo is actually based on a real person – ‘Dr. Brent”, who is actually my father in real life. I don’t think he knew how much he was signing up for when he agreed to his 18 year old son’s crazy plan to take pictures of him in a doctor’s costume. But now his face is in over 50 stores all across Manitoba. (Thanks Dad)

A big thanks to our graphic designer, Neil at Groundwork Creative Co., without him this operation wouldn’t look as sharp as it does.

But why exactly is the doctor shrugging?

¯\_(ツ)_/¯ ¯\_(ツ)_/¯ ¯\_(ツ)_/¯