Two partners – a bourbon industry titan and the youngest ever bourbon Master Distiller – came to us with a proposition before there was ever an “Eastern Light Distilling”. That is, they wanted to work with us to name and brand a revolutionary idea that they’d been formulating for years. The enterprise was straightforward but impressive: to create a fully outfitted bourbon operation that lets individuals source, craft, name, design, and market their own personalized bourbon. A one-stop-heaven for bourbon aficionados.

We spent weeks in market research and strategy, in workshops with the client, and studying up on the history of the location for their production site to find the right angle. The name had a lot of weight to carry on its shoulders. It needed to reflect the heritage of the place and people. It needed to nod to a new era of bourbon culture, that of innovation and possibility. It needed an implied reverence for the craft. It needed to sound good.

“Eastern Light” paid homage to all of that and more. It was the focal point of the imagery we were able to draw upon for the logo and brand elements – the distinct visual you get when the sun crests the Eastern Kentucky hills and peaks through the now-iconic windows of their newly-constructed distillery. 

Once the vision was set, we produced a full brand package to announce their existence. The brand was built on the location Eastern Light is so proud of, and highlights the beauty of it while not shying away from its natural imperfections. The distinct shape of their distillery stands strong, and light spilling out over the implied hill. The colors come from the hills, with hints of light and flowers giving the brand more room to grow. The logo and marks come with a rough edge, as does the land. The brand is distinct but not showy, lending itself to adorning the labels of their clients to come.