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Archetype

A marquee of culture, innovation, and celebration centered around top-shelf wine grape-distilled gin and vodka.

Industry
Services
  • Branding
  • Content Strategy
  • Copywriting
  • Print
  • UI + UX
  • Web Design
  • Development
Location
  • Vail, CO
Credit
OPPORTUNITY

When Archetype Distillery decided to transition from Denver to the Vail Valley, they approached us with an exciting challenge: refreshing their brand, packaging, and messaging to seamlessly integrate into this luxury community while standing out in a competitive market.

Archetype Distillery is the Vail Valley’s premiere producer of top-shelf gin and vodka, renowned for reviving traditional distillation techniques and exclusively using wine grapes to craft their spirits. Their playful, curious brand prioritizes quality and invites guests into a world of creativity and sophistication.

APPROACH

With Archetype Distillery’s relocation to the Vail Valley, a brand refresh was crucial to resonate with the region’s discerning and sophisticated clientele.Our first step was to refine their iconic “A” logo, giving it a sleek, modern update while removing ties to their previous location. We also introduced a “Distilled with Wine Grapes” badge—an elegant nod to Archetype’s unique use of wine grapes in their spirits, inspired by DOC labels and sommelier pins.

To honor the brand’s art deco heritage, we reimagined the bottle designs, creating four bespoke illustrations and custom bottles that narrate the story behind each spirit. These designs brought depth and personality to the product line while standing out on the shelf. Beyond packaging, we extended the brand into the physical space by capturing lifestyle photos and crafting thoughtfully designed merchandise, menus, and signage that harmonized with the distillery’s sophisticated new surroundings.

See it live

 

 

 

 

Distilled from Wine Grapes

Inspired by Old World traditions, Archetypes’ spirits are distilled from wine grapes, producing smooth products that feature a more complex, well-rounded, and sophisticated taste.

 

 

 

 

GO AGAINST THE GRAIN

BOTTLE DESIGNS

Archetype’s spirit bottles are tailor-made for each product. Archetype’s four flagship offerings, Archangel Vodka, Archrival Gin, Archfiend Smoked Vodka, and Archrebel Smoked Gin, were all given custom foil stamped label designs with unique linework illustrations representing each spirit. 970 collaborated with vendors to perfect glass shades for Archetype’s signature New Yorker bottle. Archetype’s Flavored Distillates series comes in a smaller a bottle with the same foil stamp treatment, illustration of the flavor item, and tasting notes key on the back of the label. A teal logo pattern can be seen though the glass on the adhesive side of the label.

PLAYFUL DRINKS, SERIOUS SPIRITS

ARCHETYPE MERCHANDISE

970 Design created a wide range of merchandise that Archetype carries at their two locations, including playing cards with a fully-custom box and face cards, souvenir matches, tote bags for bottle purchases, a range of t-shirts, patterned bandanas, logo beanies, and more.

SURPRISINGLY SMOOTH, DELIGHTFULLY DELICIOUS

PRINT ADVERTISING

In order to reach Archetype’s local market with messaging about location openings, seasonal closings, and special Archetype events around key holidays, we created print advertisements for local publications Vail Magazine and Vail Daily.