Dutch's Spirits
about
Dutch's Spirits is a historic farm distillery and event venue located on the 400-acre Harvest homestead Farm in Pine Plains, New York. The site is famous for being the underground bootlegging bunker used by legendary mobster Dutch Schultz during the Prohibition era.
Role
Art Director & Designer
deliverables
Branding
Art direction
Logo
Digital
Illustration
Challenge
Create a compelling visual identity for a challenger brand that stands out in a saturated spirits industry.
Create labels and packaging for consumer products for the Dutch's Spirits eco-system including co-branded products.
Create and expand marketing and advertising assets consistent with the brand to educate and grow a consumer base.
Thinking
Dutch's Spirits is rich with historical content thanks in part to its link to the prohibition era and infamous gangster Dutch Schultz.
With an abundance of photography, letters, newspaper clippings, and recoded interviews with local witnesses, we developed a cohesive visual language that captured the sense of an era.
impact
Sold in New York State across hundreds of shops.
Bronze Medal for packaging design at the Great American Distillers Festival.
Featured on CNBC’s “Billion Dollar Buyer”.
The Work
Spirits Labeling
The Sugar Wash Moonshine label design was inspired by the prohibition era and the historical visual assets sourced from newspapers and mugshots of Dutch Schultz, its ring leader.
The minimalist and illustrative Peach Brandy silkscreened label design was inspired by the purity of the product. We wanted the focus to be on the rich amber color of the spirit, the result of true craftsmanship.
The Colonial Bitters labels take their inspiration from their respective timeframes in American history with the usage of stylized typography and design elements that depict volitaile eras: the colonial era, the gold rush era, and the prohibition era.
Logo & Mark
Logo and seal created for the Dutch's Spirits brand. Both elements are inspired by the ornate typography and engraved linework of U.S. banknotes, creating visual assets that convey craftsmanship, authenticity, character, and enduring value.
Marketing & Advertising
Trifold and advertisements created to engage and educate the consumer on the offerings of Dutch's Spirits.
Packaging
Consumer packaging design developed for the Dutch's Spirits keg and mini keg products.
Williams sonoma Co-Branded Prodcuts
In partnership with Williams Sonoma, we created a bitters and tonic kit for those who don't mind putting in a little work into their cocktails. These products were sold online and in-store at Williams Sonoma locations.
I partner with brands of all sizes, from emerging startups to established companies to create thoughtful, impactful design.