Headframe Spirits Brand Refresh

Case Study:

Headframe Spirits

Brand Development

History in a Bottle

Headframe Spirits is one of Montana’s most innovative distilleries, honoring the legacy of Butte’s mining heritage while pioneering new distillation technology used by distillers nationwide. The brand held a powerful story, but its brand didn’t reflect the sophistication of its spirits or the impact of its innovation. Our task was to elevate Headframe into a unified, premium brand system that could thrive on shelves, online and within the broader spirits industry.

Challenge

Headframe’s existing visual identity lacked consistency and clarity across its packaging, marketing materials and digital presence. While the brand was deeply rooted in Montana’s heritage, that story was not communicated cohesively or with the design refinement expected in the premium spirits category.

The opportunity: build a brand system as strong as the community and history it represents—while positioning the company for long-term growth across consumer and B2B channels.

Solution

We rebuilt the foundation with intention, keeping what makes Butte real, and stripping away what didn’t resonate.

First, we clarified the brand architecture across stills and spirits—two distinct businesses that needed to stand on their own while reinforcing a single point of view.

From there, we developed a packaging system designed to meet the expectations of a premium buyer without losing the grit and character that sets Butte apart.

On the digital side, we reworked the experience to speak to two very different audiences. For spirits, it’s about story and connection. For stills, it’s about making a complex, unfamiliar innovation feel understandable and worth the investment.

The outcome is a brand that feels grounded, credible, and built to reflect the people behind it and the industry it’s helping move forward.