Greenbar Distillery, Los Angeles, said it unified its seven core spirits lines under a new heart brand that evokes the company’s origins as a love story between the two founders, Litty Mathew and Melkon Khosrovian.
“We’re at a turning point in craft distilling where we need to create emotional connections with customers from the moment they see our bottles and make it easy for them to choose anywhere in a store,” notes Melkon Khosrovian co-founder and spirits maker. “Compared with when we started, the shelves are increasingly crowded and we felt that we needed to simplify our message to continue to grow.”
The distillery, based in the Arts District of downtown Los Angeles, designed its new labels in-house to reflect the founders love for each other, their fans, their city and its immigrant food culture, as well as California’s rich agricultural bounty. With its high-design heart imagery, hand-drawn font and distressed look, the new branding reinforces the distillery’s emphasis on relaxed sophistication.
Further connecting Greenbar Distillery to its home city’s cultural terroir, the logo harkens the Mexican Sagrado Corazón (sacred heart) iconography found throughout downtown Los Angeles, while capturing the gritty appeal of the graffiti art that defines DTLA’s cityscape. The rays symbolize Southern California’s ubiquitous sunshine, critical to the state’s inimitable flora that’s captured within each bottle.