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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 significant: guide the brand in its diversification into spiritswhile preserving its brewing heritage. The goal? Transform unsold beers into an exceptional spirit, le Moonshine 626.
This approach perfectly aligns with the current premiumization trend in the spirits market, where consumers seek authentic products with genuine stories and responsible practices.
Objectives:
Expertise
Brand Expression
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.