Midday gives spirits brand Republic Restoratives a no-nonsense new look

It also happens to be the largest crowdfunded, women-owned distillery in America. And now it has a new identity and positioning, courtesy of Midday. The new look is intended to set the foundation for the distillery's expansion beyond its D.C. roots and give visual expression to the brand's reimagining of what it is to be American.

Brief and development

"Our product portfolio has grown rapidly," explains Carusone. "Each product has a strong look and feel, but we needed to create a master Republic Restoratives brand to unify them as one house of brands. We wanted to reposition ourselves, so people across the country can feel as much a part of our community as the regulars in our Ivy City tasting room."

The Midday team visited D.C. in August 2019 and immersed themselves deeply in the Republic Restoratives brand and community. "Our visit left a profound impression on us," recalls creative partner Will Gladden. "Republic Restoratives is rooted in tradition, but you get a real sense of intent to redefine the future of quality American spirits, for everyone. They're outspoken and full of passion: everyone's made welcome at the Republic Restoratives table." Back in their studio, the Midday team set about evolving the brand and brand world to reflect these values.

Fresh identity

Representing the brand's overwhelming sense of community, togetherness and hope, a human-focussed brand icon sits at the centre of a powerful, no-nonsense typographic rebrand, which gives volume to the brand's voice. The industrial colour palette and material choices are inspired by the distilleries urban roots, whereas the outspoken personality comes directly from character of its team.

"The new brand identity will play a key role in taking our drinks and our message to a new audience," says Carusone, and pays tribute to its creators. "Midday was the obvious partner to help us achieve this repositioning. Like us, the team there sees things differently. And with hubs in London and Vancouver, they're well-positioned to bring a perspective beyond D.C."