Tim Praetzel Design
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Deerhammer Distillery

Colorado-based-distillery Deerhammer already had an established brand when I met owner and master distiller Lenny Eckstein. Lenny was looking for someone to help them shift perception to a serious competitor in a saturated craft whiskey market, as well as evolve their current product visually into a top shelf whiskey.

We started with the logo—retaining key components of the old brand while simultaneously taking a fresh look at everything from logotype to bottle shape. We then built out a design system for the labels that spanned into everything from shipping cases to festival tents. Since the rebrand, Deerhammer has enjoyed a 300% increase in sales as well as national distribution.

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