Northern California's Humboldt Distillery launched its first product, a Certified Organic Vodka, in May 2013. Auston Design Group was pleased to have been selected to develop the branding and create the packaging design for this new entry into the smoking hot, Craft Spirits genre.
The Distillery, located in the city of Fortuna, on California’s rugged North Coast, wanted their brand image to reflect the coastal essence of Humboldt County. While Redwood trees, rocky shorelines and chainsaw art, were expected directions to take, we found out that the Master Distiller had a love for Crabbing the local waters and felt that the Dungeness crab would be the perfect icon to represent a Humboldt County distillery. He couldn’t have agreed more. Once we got the go ahead we were able to use creative copywriting to explain the somewhat unexpected choice of a crab as the brand's Icon.