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Newly Opened Willibald Farm Distillery’s Got a Distinct Look

by Theresa Christine Johnson on 11/15/2017 | 3 Minute Read

You can’t not notice that bright and bold yellow, making Willibald Farm Distillery stand out in a sea of lots of the same. Designed by Concrete, the brand brings a youthful energy with its dynamic color palette and slanted typeface. Instead of shying away from the fact that they’re a new distillery, this design celebrates it and highlights the intensely flavorful gin they’ve launched.

“After 3 full years of planning and construction, the Willibald Farm Distillery is open for business in Ayr, Ontario. This opening coincides with the official launch of their first product in the LCBO; a gin infused with juniper, coriander, cardamom, grapefruit peel, angelica root and caraway.”

“The founders of Willibald learned the craft of distilling from multiple sources including distilleries in Scotland. Once they received their still, Willibald approached Concrete to create a direct and honest distillery brand that would appeal to a broad audience starting with Ontario, Canada and eventually North America. The name Willibald was chosen to honour their grandfather when he immigrated from Germany to Canada and the use of yellow, black and red reinforce the connection.”

“Willibald’s unique wordmark, bold and direct branding, and First Generation Farm Distillery language is a breath of fresh air in the current Canadian craft distillery market that relies heavily on pastiche and faux-historical language. The use of Colorplan Factory Yellow paper as a constant reinforces Willibald’s willingness to stand out in an increasingly crowded market of muted tones.”

“This is just the beginning of their venture; Willibald has plans to launch additional products in the near future.”


Agency: Concrete
Designer: Jonathon Yule
Creative Director: Diti Katona & John Pylypczak
Production Management: Brandy McKinlay
Production Design: René Ostetto
Brand Planner: John Pichette
Production Management: Brandy McKinlay
Production Design: René Ostetto
Location: Toronto, Canada

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