Moonshine 626
Extending a beer brand into spirits
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Thank you for your work on this project. We're fans of the result.
Laura & Virgile
Challenge & Objectives
When Gertrude Beers approached us with a bold new project, the challenge was daunting: to support the brand in its diversification into spirits, while preserving its brewing heritage. The challenge? Transform unsold beers into an exceptional spirit, the Moonshine 626.
This approach perfectly aligns with the current premiumization trend in the spirits market, This is an area where consumers are looking for authentic products with a real history and a responsible approach.
Objectives:
- Support Gertrude's diversification into spirits
- Preserve the brand's historical DNA
- Create a coherent brand architecture brand architecture consistent
- Develop premium design suited for the spirits sector
- Highlight the innovative upcycling approach
Expertise
Brand Exorcism
- Consultancy
- Workshop
- Brand Architecture
Brand Expression
- Naming & Slogan
- Brand Identity system
- Design system
- Packaging Design
- Generative AI
The Gertrude Spirits venture perfectly exemplifies our brand exorcism methodology applied to an ambitious range extension. Our approach combined attentive listening to client needs with sharp expertise in the spirits sector.
Transforming an operational constraint into a strategic opportunity required meticulous work on brand architecture. We preserved Gertrude's iconic elements while adapting them to premium spirits sector codes.
Moonshine historically refers to artisanal American whiskey produced illegally during Prohibition. Its name references "moonlight," when illegal distillers worked to avoid detection. Today, the term describes an unaged white spirit, produced from fermented then distilled grains, similar to new-make whiskey.
Our involvement centered on comprehensive support including strategic workshops, brand architecture redefinition, and deep work on visual expression. The creation of Moonshine 626 Classic and Passion-Combawa demonstrates our ability to transcend product categories while maintaining strong brand consistency.
The final design subtly marries tradition and modernity with two laid paper labels (one black, one white) enhanced with gold foil. Saint Gertrude's modernised portrait and the emblematic arch were reinterpreted to match premium spirits codes while preserving their original symbolic power.
