Last Fall, we put out a survey to many of you to get feedback on the short list of names we were considering for the distillery. We gained some great insights from that process and your input was very valuable as we tried to establish our direction. Two Tall was the clear winner of the options – you liked the sound, the story and the fact that it’s a bit different than anything else out there. [Side note – we were very close to not including Two Tall as an option on the survey at all. Thanks to Alicia and John E. for convincing us at the last minute to keep it in.]
One we decided on a name, we had a new problem –namely, how the heck do you turn that name into logo? We talked through just about everything you can imagine – two big nerdy engineers, Too Tall Jones perched on a barrel, giant people holding little tiny glasses of gin, etc. We wanted something fun but not overly whimsical, a label you could easily pick out on during a quick scan of a shelf at a bar and an overall aesthetic that would work with your existing liquor collection. It seemed like a tough order and we were floundering a bit. Luckily, Dave and Steph happened to have a rare night out that included a stop in Cask & Ale, a whiskey lounge on State Street. While talking things over and looking at all the other bottles lined up on their many shelves, Dave started sketching on his coaster and after a few minutes, had come up with a sort of stick-man/symbol version of the name:
It could have been the drinks talking, but we thought it was an interesting concept to investigate a bit. Luckily, by this time, Renita Van Dusen, Amy’s sister and owner of Afinia Design in Minneapolis, was engaged in helping us figure out the design side of things. We sent her the picture on a whim, thinking it might trigger some other design inspiration. Surprisingly to everyone (and most of all to Dave, who has spontaneously drawn anything twice in his entire life), it ended up being the design we liked most. In the weeks after deciding to run with it, Renita worked to refine the concept a bit – colors, font, thickness of lines. After many thoughtful revisions, this version just seemed to work:
Over time, I'm sure there will be additional iterations of the logo and it will be fun to see how it changes. In the near future, we’ll be working to get the logo looking its best on our various social media platforms and starting to figure out which gear we’ll order in for our supportive friends and family to wear. Stay tuned for more on that. One other sneak peek below of our labels. Labels have to be approved by the Federal government (more paperwork!) but hopefully the final version will be pretty darn close to these mock-ups.
Finally, an enormous "Thank You!" to Renita for her vision throughout this process and for somehow translating bewildering and thoroughly unhelpful “design input” from Nick and I into our finished product.
P.S. For those of you who read our last post – guess whose shipment got flagged for a more intensive customs exam?? We’re trying to think about it as a growth opportunity.