Based in Michigan, we worked with Iron Shoe Distillery to reimagine a label system that elevated their spirits packaging design while also sharing their deep-rooted value of community. Most of Iron Shoe’s grains are locally sourced from Michigan farms within 10 miles of the distillery.

The intricate embossed and foil-printed engraving illustration depicts a spirited, strong horse biting into an apple blossom, the state’s flower. As equestrians and farmers in their own right, the Iron Shoe’s founders wanted to honor their agrarian life. We also wanted to balance the complexities of a refined design experience that remains approachable and relevant to their community.

The spirit labels’ denim blue background contrasts with the warm, rich gold foil while conjuring subliminal imagery of a hard day’s work, wearing your favorite worn-in jeans and reaching for your preferred whiskey. The label’s badge shape is reminiscent of a belt buckle, and the horse is nestled within gold medallions that share unique attributes about the brand.