Calling home on the Lake Winnebago system is a unique winter tradition. For two weeks in February, people drive onto the ice, cut refrigerator-sized holes, and patiently wait for lake sturgeon to swim by. Wisconsinites have been celebrating the tradition of sturgeon spearing for decades and provides a perfect subject matter to pair with a craft distillery.
It’s been decades since Oshkosh had a distillery to call its own and in 2022, a local college professor with passion for distilling chose a location and decided to bring his talents to the public. Our challenge was to leverage the unique tradition of sturgeon spearing and apply it to a spirited brand experience.
Following research and strategic planning, a brand identity was established by combining positioning, voice and visuals to be authentically unique. The voice, tone and essence of the brand feels familiar to locals and is thought provoking for visitors. With such a unique subject matter, the experience comes to life in a way that’s equally educational and captivating.
This brand identity solution provides foundational strength and will be the framework for packaging, marketing, promotions and overall customer experience for years to come. With an eager community buzzing to have a craft distillery in town, Sturgeon Spirits will be opening in the fall of 2022 following the construction of their distillery and tasting room. Once the doors open, people will experience an interweaved story of local distilling and experiences that show everyone what it means to have the sturgeon spirit.