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St. Augustine Distillery
St. Augustine, Florida has a long and storied history – it is the oldest city in the United States, was the first Spanish settlement, a stop for the Underground Railroad, and is one of the original Florida vacation towns.
Client
St. Augustine Distillery
Country
United States
Project Scope
Packaging
Awards
2025 Packaging of the World
2025 World Brand Design Society
St. Augustine Distillery builds on this incredible history as one of the first distilleries in the state. They wanted their package design to move away from agricultural motifs and focus on the distillery and the products they craft.
We started the packaging refresh by reimagining the illustration of St. Augustine Distillery’s historic building into a modern icon for the brand. The label diecut and frame detail echo the faceted shoulder of their custom bottle and the architectural details found on the distillery building. An organized framework displays the information about the mash bill and alcohol while copper foil provides a premium touch
For the core spirits, bold color bands highlight the product names and help SKU differentiation at point of purchase. The statement, “Handcrafted in the Nation’s Oldest City,” and the tagline, “The Spirit of Florida,” reinforce the brand’s heritage and hometown pride.
Following the refresh of their core spirits, St. Augustine Distillery returned to us to create a premium design for a new Reserve Rum that repurposed their existing custom bottle. The Rum represents the first spirit developed by their new head of production, Richard deMontmollin. The design needed to honor this new chapter while reflecting the elevated status of the Rum.
We created a label design inspired by traditional barrel plaques with the text for “RUM” in a wood-brand style font. A diagonal red stripe, a classic signal of a reserve product, along with Richard’s signature in gold foil marked the new Rum as an exceptional spirit. Pairing the label design with St. Augustine’s distinctive custom bottle allowed for cost efficiencies and provided brand recognition for the distillery’s loyal clientele.
