A SPIRITS BRAND SHAPED BY AUTOMOTIVE HERITAGE AND MODERN CRAFT
PACKARD PROOF
PARTNERSHIP
Brand Identity, Copywriting, and Packaging
FEATURES
As Wenzel Distillery prepared to expand beyond its whiskey portfolio, the team sought a name and packaging system for an auxiliary line of spirits that could stand confidently alongside its established offerings.
Durham partnered with Wenzel Distillery to create the packaging and identity system for Packard Proof.
Rooted in the historic Packard facility the distillery now calls home, the opportunity became creating a brand shaped by the same sense of precision, craftsmanship, and engineering that once defined the building itself.
BACKGROUND
Packard Proof takes its name from the historic Packard facility once dedicated to automotive engineering that now houses present-day Wenzel Distillery. Defined by process and precision, the automotive industry provided a natural foundation for the brand’s entry into spirits. The inaugural release of their London Dry Gin and Barrel Aged Rum became the opportunity to express those shared values.
DISCOVER
The work began with an examination of the history that inspired our approach. Pulling from Packard ephemera found in vintage advertisements, archival photography, and automotive artifacts, we assembled a visual language for the packaging’s color palette, typography, and finishing details.
This research became the foundation for Packard Proof’s system rooted in the legacy, luxury, and prestige of Packard’s automobiles.
DESIGN
At the center of the identity sits the Goddess of Speed logomark, inspired by the hood ornaments once mounted on vehicles produced by Packard. The mark carries a sense of motion and continuity, linking the building’s automotive history to Packard Proof’s presence at the bar. Integrating the whiskey glass easter egg of the Wenzel logo into the hands of the Goddess, reinforces recognition and association to the distillery.
DESIGN CONTINUED
The packaging system draws subtly from automotive references through ornamentation, material choice, and foiled detailing. Using the same label structure established by Wenzel, we reworked the content architecture and graphic composition to give Packard Proof a distinct presence within the broader portfolio. Metallic accents found throughout Packard automobiles informed the foil approach across the lineup, with each spirit receiving its own finish. The Gin features silver foil, while the Rum carries copper, establishing a system that can continue to expand with future releases.
DELIVER
The final packaging system and graphic assets launched across the debut spirits lineup, establishing a unified and recognizable foundation for the brand. Built with scalability in mind, the system supports future releases while preserving the same sense of balance and precision.
RESULTS
Packard Proof joins the Wenzel portfolio with a presence driven by spirit. Check it out on shelf for proof.
FEATURED
PARTNER
PULL UP A CHAIR AND LET’S CHAT, SHALL WE?