Evan Tolleson - Seven Stills Distillery - World Brand Design Society

“Whiskey is traditionally distilled from fermented grain mash, a very low quality beer. Tim Obert and Clint Potter, friends and founders of Seven Stills, wanted to flip this tradition on its head. They wanted to see what the results would be when whiskey is distilled from high quality, bottle ready craft beer. The choice of paper and color palette position Seven Stills as a high quality whiskey, while an industrial choice of typefaces, off center identity, and quirky illustration recall its roots in craft beer. The result is responsibly playful.”