Our conference room recently looked like the set of MadMen as we dove into the world of local craft spirits! We couldn’t be happier that New England’s premiere artisanal rum company, Dunc’s Mill Rum, found its way to Stride for a packaging overhaul and new web site. The eight bottles of liquor in our conference room to acquaint us with this new client have been an amusing conversation starter.
Located in the Northeast Kingdom, Dunc’s Mill is Vermont’s oldest continually operating distillery, nestled deep within hundreds of acres of thick forest. We made the drive to this remote spot to experience first-hand what makes this mill special in the world of micro-distilling, and begin the foundation for the design and messaging strategy needed for its rebranding.
We quickly learned about the talent behind the label: founder and master distiller Duncan Holaday. Craftsmanship and authenticity are of utmost importance to Duncan, and he wanted these values reflected in his new brand. Duncan is renowned for revitalizing the traditional craft of micro-distilling within the United States — he designed and built several custom stills operating in New England, and has taught many of its young artisans.
Our label work was focused on approachable but unmistakable quality, and centered around a custom illustration of the mill by artist Kevin Ruelle. Our web site design takes advantage of a combination of two cool trends — parallax scrolling and single-page design. We delivered the client a beautiful, functional WordPress site they can continue to update with new content and products over time.
Dunc’s Mill offers three unique rums: Maple, Elderflower, and Backwoods Reserve. Look for the new labels in your local liquor store and at select cocktail bars and restaurants throughout New England.