Liquid Agency Brand Marketing

Here are our latest success stories.

These case studies outline the objectives, process and solutions we’ve developed for some of our favorite projects. If you’d like to learn more about our work, please send us a note. We've done a lot of stuff we’re not allowed to publish on this website.

New Deal Distillery gets an award-winning new brand.

Given that our name is Liquid, we were thrilled to have the opportunity to work on the New Deal Distillery brand. Since 2004, New Deal Distillery has bee creating high-quality, hand-crafted spirits inspired by the Do-It-Yourself attitude of Portland, Oregon. We designed a unique identity to launch their new Distiller's Workshop Series brand, as well as the packaging system of their Gin, Vodka, and Whiskey bottles. The project was awarded a coveted 2011 Rosey Award for Best Packaging by the Portland Advertising Federation. And that's definitely something to cheer about!

The logo: Inspired by tough times.

Attention to detail and meticulous craftsmanship are major components of the New Deal brand. The design strategy involved leveraging the aesthetic associated with Roosevelt's New Deal following the Great Depression of the 1930's. These were tough times for the country, and the federal government stepped in to put people back to work through ambitious programs that resulted in the construction of many new bridges, roads and parks. This was also a time when the arts saw a renaissance through the WPA program that employed thousands of artists, writers and designers. The typographic nature of the design solution was inspired by the simple workmanlike aesthetic that was prevalent during this difficult period in American history - and that is perfectly aligned with the authenticity and traditional processes employed by the New Deal Distillery.

Packaging labels: Simple and authentic.

We worked closely with the client to select the bottle shapes for both the New Deal 'Distiller's Workshop' range of products as well as New Deal's premium line of thin mash liquors. In keeping with the Great Depression era's aesthetic, the bottles are defined by their simplicity and efficiency, with the shape being very short and stout - there is absolutely nothing fussy about them. We do think that the label is quite elegant, but it's elegance lies in its lack of pretentiousness and decoration, making it an honest and very appropriate solution for the brand.

The bottle.

To align with the visual elements on the label, we felt the form factor of the bottle should also feel solid, masculine, unfettered, and simple. We wanted to avoid form factors that feel overly elegant or sleek. We ended up with a bottle that is shorter and stockier—feels humble yet masculine and handcrafted. The bottle closure communicate quality and craftsmanship.

The Distiller's Workshop Series.

The Distiller's Workshop Series is only available in small batches crafted throughout the year, at the New Deal Distillery Tasting Room - where the staff is happy to explain the magical distillation process that transforms low-proof grain wine and turns it into a delicious high-proof spirit. We suggested extending the industrial style aesthetic to signage by silkscreening the logo on a very simple and unassuming, yet very cool, steel sign, we also envisioned using it as a detail on wooden stools in the Tasting Room.

The Distiller's Workshop Handbook.

To help build a richer brand experience for people attending the Distiller's Workshops we designed small notebooks where people can keep notes about the process - and have a nice memento of the experience. These journals (ideally would be printed on craft paper) contributed to the craft-inspired language of the brand - and we also designed some simple No.2 pencils that were branded consistently with the rest of the materials.

Award winning design.

Winning a Rosey Award is not easy. The Rosey Awards are a big deal in Portland, where the creative community is as talented and competitive as it is eclectic. 2011 was the first year that Liquid participated in the competition, and we were happy to have walked away proudly holding on to a Rosey Award for Best Packaging that we received for our work on the New Deal Distillery project. For more info about the Rosey Awards we won in 2011, click here.