The Challenge
Design an iconic label for a new whiskey distilled from local grains with rebellious roots inspired by the Prohibition era.
The Solution
Embrace the past to create a future for this new spirit. During Prohibition the crop Minnesota 13 became the central ingredient in the infamous moonshine bearing the same name. In order to preserve this history and pay homage to the local distillers from days past, 11 Wells Spirits resurrected these heritage crops and recipes to create a contemporary MN13. Back in the day moonshiners took pride in their hand-lettered labels. For the 2016 resurrection we used original hand drawn type and ornamentation. The label design was inspired by the medicinal alcohol prescription slips used during the prohibition era. Following the stylistic conventions and craftsmanship from the turn of the 20th century we aimed to give the label class, validity and street cred with a design that represented the spirit inside. The flask style bottle was mindfully selected to bring a personal and private feel to the experience.
