Evan Tolleson’s Branding for Seven Stills Distillery

Seven Stills is a whiskey distillery working with new distilling methods, and its founders Clint and Tim were explicit that they wanted to avoid the traditional whiskey aesthetic: the serif capitals, the heritage crest, the sepia photograph of a barrel.

Evan Tolleson’s answer bridges craft beer and quality spirits instead — labels pitched somewhere between a brewery and a bottle shop, with the typography doing the talking. It is a smart read of where the category’s customers actually are, and a reminder that some categories are only traditional because everybody keeps agreeing to be.

More: the project · Evan Tolleson.