Broken Spirits Distillery
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ABOUT THE PROJECT
Broken Spirits is a Long Beach-based distillery built around small-batch spirits and a speakeasy-inspired experience. The founders came in with an idea but no defined identity or positioning. I partnered with the team to develop the brand from the ground up, shaping the creative direction and building a cohesive system across packaging, menus, signage, and the physical space.
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THE CHALLENGE
With no existing identity, the challenge was defining how Broken Spirits should look and feel across both product and environment. The brand needed to balance distillery, restaurant, and bar experiences while creating a cohesive presence across bottles, menus, and in-space graphics.
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THE STRATEGY
The goal was to create a cohesive identity across spirits, food, and space. The visual direction leaned into an imperfect, textured speakeasy aesthetic, combining vintage influences with handcrafted details. A flexible label system and brand voice were developed to support multiple spirits while maintaining a consistent tone across all touchpoints.
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THE RESULTS
The project established a clear identity and system for Broken Spirits ahead of its opening. By aligning packaging, environment, and brand voice, the work helped position the distillery as a cohesive experience rather than just a product. What made the project successful was close collaboration with the founders and distillers, ensuring the brand authentically reflected the craft behind the spirits.
