Refresh the St. George Spirits brand by elevating its heritage and reinforcing a strong sense of place rooted in locally sourced ingredients. The goal was to bring visual cohesion to a broad portfolio of artisanal spirits—including multiple gins, whiskeys, agricole rum, fruit brandies, eau de vies, and a special Apple Brandy collaboration with Eleven Madison Park—all while preserving the distinct personality of each product. The scope included reimagining the packaging system, refining the overarching brand architecture, and creating supporting assets such as marketing materials, a handcrafted stationery suite, and product-focused photography.
Juli Shore Design developed a refined identity system that brings clarity and structure to the portfolio while allowing each spirit to communicate its unique origin story through tailored label details, nuanced typography, and custom engraved illustrations. The system maintains each SKU’s individuality rather than making the products feel interchangeable, resulting in a harmonious yet richly differentiated family. The work extended into art-directed photography and letterpressed stationery, ensuring every touchpoint conveys elevated craftsmanship and a clear connection to the landscapes and ingredients that define St. George. The outcome is a unified brand expression that enhances shelf presence, emphasizes its sense of place, and deepens storytelling across the entire lineup.
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