New England Distilling

A small, yet highly acclaimed, local distillery wanting some new assets and updates for their brand.

A page showcasing different typography styles for headlines and sub-headers, including sample texts like 'That's good news, Mr. Bates' in various fonts, and descriptions. The page is divided into a dark left side with text explaining typography choices and a white right side displaying font samples.
Page from branding document showing logo concept for New England Distilling, Portland, Maine. Design includes a simple, bold typeface with the words "New England" above "Distilling" separated by a line, and "Portland, Maine" below.
Comparison of two circular logos for New England Distilling, one in original black and one in new black, both featuring the text 'Wight Est. Inspired 2011' around the top, 'Maines A' around the bottom, and 'New England Distilling' in the center with a signature-style script for 'Distilling'.

We worked collaboratively with the New England Distilling team to create a brand guide centered around their rich history and utilizing the strong brand assets that they had in place. Here are a few excerpts of the project.

The display typography was selected by studying excerpts from the ephemera of the original family distillery that began 4 generations ago, and then searching out modern versions of them.

A simple logo lock-up was designed as a secondary asset to serve in applications where the more detailed primary logo may not translate.

A very subtle shift from pure black to a softer black was made for the primary logo. The change reduces the contrast and sharpness of the pure black, making the logo slightly more readable. It also adds a slightly vintage feel.