Logo & Identity, Website, And Social Design For A Modern Whiskey Membership Startup Rooted In Tradition.
Branding, collateral, website, and social media design—from the ground up.
The American Craft Whiskey Club came to me with only an idea—no name, no brand, just a clear ambition to create a premium membership experience centered on small-batch American whiskey. Since I had worked with this very entrepreneurial client for over a decade, we were stoked to dig in and explore the possibilities.
I led the client through competitor research, naming exploration, and visual strategy to create a simple, cost-effective, but complete brand identity that could scale with them as they grew.
A clean, flexible identity system grounded in history and designed for growth.
The final logo is a minimalist black-and-white mark that nods to early 20th-century spirits labels. Paired with a deep whiskey-toned orange and warm beige, the system feels premium without being overly polished. Contemporary sans serif typography was paired with more traditional serifs throughout to marry the past with the present.
And subtle traditional elements were woven in alongside modern spirits and alcohol imagery to give the brand historical texture. Add an orange/amber side to the business card printing, and these subtle cues add up to a strong impression.
CREATIVE / ART DIRECTOR
Jason Robinson
GRAPHIC DESIGN & WEBSITE CONCEPTUAL
Jason Robinson
PRODUCTION MANAGEMENT
Jason Robinson
WEBSITE EXECUTION
External vendor
Extending the brand across touchpoints.
The visual brand identity came to life across a range of branded materials—custom icon sets, tasting note handouts, business stationery, and social media templates designed to give a launching point for Facebook and Instagram. Every piece was created to feel premium but practical, reflecting the club’s attention to detail.
A complete website experience was also designed—over five key pages—before handing off final files to the client’s selected development partner for build and launch.
A brand built with flexibility and long-term growth in mind.
As a lean startup, the client needed a brand that looked polished and professional but could grow slowly and intentionally. The result was a thoughtful, versatile identity system with a clear voice and design language—easy to use across the necessary touchpoints as the club builds momentum.
Reach Out & Let’s Work Together
As founder of The Good Ride, I worked with Jason to create a new identity and develop collateral and marketing materials with the common thread of communicating a vision unique to charity cycling rides and beyond.
As Jason often said during our strategy sessions, “design isn’t just about pretty pictures. At the end of the day there is always a message being communicated, and often more than one. Therefore, at the heart of design, communication is key.”
That is reason #1 why I trusted and valued Jason’s experience and sensibility.
I cannot recommended Jason’s skills highly enough. In a market of over saturated design professionals, Jason (Robinson) stands head and shoulders above his competition.”
— MICHAEL HERNANDEZ, FOUNDER OF THE GOOD RIDE
