Elberta, Michigan-based Furnace Street Distillery came to CF Napa Brand Design to develop the brand strategy, brand story, logo, and spirits packaging for their startup, craft distillery. Their name – Furnace Street Distillery – was inspired by the historic Frankfort Iron Works located across the street from their distillery. The founders wanted to honor their hometown of Elberta with an artisanal brand that captured the history and beauty of their close-knit community. CF Napa Brand Design took Furnace Street Distillery through the DNA process to develop the brand story, brand ethos, and consumer reasons to believe. CF Napa Brand Design developed the brand positioning to emphasize Furnace Street Distillery’s welcoming and neighborly spirit. Bringing the newly developed brand story to life, CF Napa Brand Design developed a series of labels in eye-catching pastel hues with nostalgic type and an illustration of a furnace harkening back to the late 1800s, during the region’s iron production heyday. A texture was utilized across the label, giving the spirits packaging the weathered look of being near a furnace. A gold foil accented wordmark provided a lustrous juxtaposition against the historic feel of the label. From Furnace Street Distillery: “Furnace Street Distillery proudly crafts high-quality distilled spirits in Elberta, Michigan where we are continually inspired by the majestic water that surrounds us. We hope this bottle inspires you, like Lake Michigan inspires us, to enjoy life’s great pleasures: good friends, great spirits, and cherished memories.”