Evolving a Spirits Brand Through Identity and Campaign Design

Eastern Kille emerged from its previous identity, Gray Skies Distilling, with a new name and a statewide whiskey release. As the project’s Art Director, I helped evolve the brand system — refining typography, bottle designs, and the color palette — and carried that system into campaign deliverables that positioned the distillery as both contemporary and rooted in heritage.

Context

Transition from Gray Skies → Eastern Kille: new name, heritage story.

Needed a more contemporary and cinematic look for a statewide launch.

Challenge: evolve an existing identity without alienating loyal customers.

Approach

Collaborated on system evolution: type refinements, bottle design updates, extended color palette.

Directed campaign applications: patterns, imagery, layouts across ads + retail.

Balanced heritage (Dutch roots, Grand River location) with a modern, filmic aesthetic.

Outcome

Cohesive campaign across packaging, retail spaces, and statewide advertising.

Distinct brand system that marked the distillery’s evolution while honoring its roots.

Drawing inspiration from their location along the Grand River as well as West Michigan's Dutch heritage, Eastern Kille is middle-Dutch for 'riverbank.' The brand launch coincided with a statewide whiskey release — so we focused the campaign on the ingredients that Michigan and great whiskey have in common: water. We refined the typographic approach and utilized pattern, color and photography to establish an anachronistic film-like aesthetic.

Reflection

Working on Eastern Kille showed me the value of connecting brand refinements directly to campaign execution. It was a lesson in guiding an identity through transition while striking a balance between continuity and change.