How to Extend Your Beer Brand into the Whiskey Category? A Successful Brand Architecture Case Study
Reading time : 9 min
Prologue: A Beer, a Spirit, a Vision
What if a beer could be reborn in an unexpected form? That is the bold wager Gertrude Spirits has undertaken with the Moonshine 626 – a Belgian spirit born from upcycling and a desire to push the boundaries of the brand. This controlled transition, orchestrated by Studio Blackthorns, transforms a brewing icon into a unique artisanal experience.
Here is how we elevated the DNA of Gertrude while adapting it to a new product territory. A case study where tradition, innovation and design intertwine.
The Challenge: Extending the Gertrude Universe Without Losing Its Essence
How can a traditional beer brand be extended into the premium spirits category while preserving its coherence? The answer was embodied by Moonshine 626 – a spirit that pays tribute to the brewing heritage while embracing the codes of modern spirits.
An Opportunity Born from a Problem
It all starts with one question: what to do with unsold beers, remnants of an imperfect brew? Disposal? Impossible. Gertrude’s soul does not tolerate waste. Thus, the idea of creating a spirit became self-evident. But not just any spirit – a Moonshine, paying homage to the birth year of Saint Gertrude (626), which would encapsulate both the brand’s history and its future.
But first, what is a moonshine? Historically, moonshine is an American craft whisky produced clandestinely during Prohibition. Its name refers to “moonlight”, the time when illegal distillers worked to avoid detection. Today, the term describes an unaged white spirit, produced from fermented cereals and distilled, akin to a new-make whisky.
A successful brand extension is like a bridge between two territories: every visual element must act as an anchor while allowing for the exploration of new horizons.
Ludovic Mornand, founder of Studio Blackthorns
Our Branding Agency Methodology: Between Tradition and Modernity
A Thoughtful Brand Architecture
Transitioning from beer to spirit is far more than a simple change of product—it is an identity transformation. Our mission was to ensure that every visual element and design detail resonates with Gertrude’s historical DNA while asserting a new ambition.
Developing the brand architecture required meticulous work to distinguish Gertrude Beers from Gertrude Spirits while maintaining a strong visual coherence. Every element was designed as a bridge between the two worlds:
- A reimagined saint rendered in a modern, wireframe graphic style
- The emblematic arch, reinterpreted for the spirits universe with an elegant label cut-out
- The signature typography, reused with subtle ligatures
- A premium graphic palette: textured black and white paper accented with gold foils
- A “divine” slogan reflecting the soul of the brewery and bridging both categories
- The GER-TRU-DE mark arranged on three lines, indicating it is a sub-brand
- The “626” — the only truly new element — in a distinguishing typography separate from the original graphic charter (yet still echoing a medieval character)
Transforming an operational constraint into a creative opportunity is the very essence of strategic design. With Moonshine 626, we proved that a beer can be reborn in a nobler form.
Ludovic Mornand, founder of Studio Blackthorns
Spirited Inspiration
A comprehensive moodboard of premium spirits designs guided our creative approach. The goal was to understand the industry codes in order to reinterpret them through Gertrude’s lens. This phase notably influenced the use of gold foils and the hierarchy of information on the label.
The Choice of the Container
The selection of the TSAR bottle from Saverglass was no accident. Its slender silhouette and harmonious proportions naturally evoke premium products, while distinguishing itself from traditional whisky flasks. A choice that underscores the uniqueness of the project.
AI at the Service of Illustration
For this project, artificial intelligence was once again our ally. After carefully selecting the most suitable generative AI model, we conducted a process of training and specific prompting to achieve a unique wireframe rendering.
The portrait of Saint Gertrude, already reimagined for the beer range, was transformed through multiple iterations and meticulous retouches. More contemporary and refined, it now reflects a timeless figure that transcends eras without losing its essence. This new interpretation fits perfectly with the codes of premium spirits while preserving the symbolic weight of the character.
A Sustainable and Committed Approach
Beyond upcycling, the project also integrates a social (and especially animal) dimension. In fact, a donation of €626 was made to the Cosy Cat’s animal shelter—a nod to Saint Gertrude, patroness of cats, which grounds the project in a coherent, responsible approach.
Upcycling in design is not merely about transforming material; it is about elevating a brand’s history to give it a new dimension.
Ludovic Mornand, founder of Studio Blackthorns
The Result: A Limited Edition That Leaves an Impression
Moonshine 626 perfectly illustrates how a brand extension can transcend categories. With its two variants—Classic and Passion-Combawa—this limited edition of 626 bottles demonstrates that it is possible to:
- Preserve the brand’s DNA while exploring new territories
- Transform an operational constraint into a creative opportunity
- Create an authentically premium experience
- Integrate a responsible approach into the storytelling
This case study shows how strategic reflection can turn operational constraints into market opportunities, setting new standards for brand extensions in the beverage industry.
Why Choose Studio Blackthorns for Your Project?
The extension of Moonshine 626 is based on a unique methodology that blends strategy, creativity, and technology. At Studio Blackthorns, we don’t just create designs – we forge identities. Whether you wish to extend a range, modernise a brand, or explore new product territories, we know how to preserve the essence while opening up new perspectives.
Ready to write your own story?
→ Contact us and begin your brand exorcism.
Thank you for your work on this project. We're fans of the result.
Laura & Virgile, gérants de Gertrude
FAQ
A successful brand extension requires a deep understanding of the target category’s codes. It is crucial to preserve the brand’s distinctive elements while adapting them to meet new market expectations. Visual and narrative coherence must be maintained throughout by creating bridges between the original universe and the new category.
Fundamental identity elements such as the logo, typography, and colour codes must be adapted while remaining recognisable. The brand’s story and values should shine through in the new product category. It is also essential to maintain the original brand’s premium or mainstream positioning.
Upcycling transforms an operational constraint into a strategic development opportunity. This approach meets consumers’ demands for sustainable development while creating a unique narrative. It can also justify a premium lift and the exploration of new product territories.
The primary risk is losing the brand’s identity by over-adapting to the new sector’s codes. It is also crucial to avoid consumer confusion by creating multiple incoherent extensions. Brand dilution and loss of credibility are major pitfalls to anticipate.
Integrating a responsible dimension requires a holistic reflection on the environmental and social impact of the project. Creating synergies between different product ranges to optimise resources is key. Societal commitment can also be expressed through partnerships with local associations that reinforce the brand’s territorial anchor.