Breuckelen Distilling

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Packaging

Welcome to Breuckelen’s Brooklyn

Founded in 2010 at 77 19th St in Brooklyn, Breuckelen Distilling was entering into a new era of ambition to take on established giants and young pretenders alike. The distillery needed a revolutionary rebrand for 77 Whiskey that could win in its own backyard and beyond: by showing Breuckelen’s Brooklyn to the world.

The name Breuckelen is the original Dutch spelling of what we all now know as Brooklyn, a place where artists go to perfect their art, where makers flock to make their mark, and where each generation works together to inspire the next. It is a place that’s built on what has come before. Old foundations meeting fresh ideas. We used this as the launch pad for the new Breuckelen Distilling brand platform, bottling the beautiful duality that lives at the heart of its home. The ever-collaborative nature of the blend and its borough is captured in a simple manifesto: All bridges and no boundaries, the home of many people but one spirit.

Capturing the borough’s infamous eclectic diversity and grounded sense of community, this is a whiskey here to show the world what Brooklyn is truly made of.

Since its founding in 1898, Brooklyn’s continual renaissance has informed every element of our refreshed design for 77 Whiskey as we paired timeless and iconic features of Brooklyn with bold modernity. Inspired by the brass plaques emblazoned on the sides of the Brooklyn Bridge, we crafted a tactile, typographic approach that merges raw utility with refined craft, to create an elegant but industrial feel.

The bold numerical 77 creates a strong focal point with a clear bar call. A new bottle structure was selected to bring modernity and a timeless elegance. Once in hand, the choice of stock and print finishes, from the use of heavy embossed and debossed sections to the rough texture on the stopper, all communicate Brooklyn’s hard-working spirit.

This marriage of regenerative, artisanal craft powerfully captures the vibe of the borough’s current creative hot spots, such as the Domino Sugar building, which became something of a muse for our thinking.

The final design captures the essence of Breuckelen Distilling’s bold ambition, promising a premium and evocative brand experience for 77 Whiskey true to the borough of Brooklyn.