Moonshine 626

Extending a beer brand into spirits

Email Ludovic to discuss your Brand Excorsim today

whisky design label

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:

  • Support Gertrude's diversification into spirits
  • Preserve the brand's historical DNA
  • Create a coherent brand architecture architecture de marque cohérente
  • Develop premium design suited for the spirits sector
  • Highlight the innovative upcycling approach

Expertise

Brand Expression

whisky design label (Gerrtrude)
Whisky packaging design
whisky design label (Gerrtrude)
Moonshine Gertrude Spirits Classic
L'essence divine de notre bière, sublimée en élixir - Slogan

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.

Ludovic, working on the whisky Moonshine 626 mission, at Studio Blackthorns
gold foiling and whisky label design
Packaging de spiritueux

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.

logo-626
Modern illustration of Gertrude
626 Moonshine, ready to print
Moonshine - American Oak - Typeface
Packaging design pour Gertrude Spirits
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