Anchor Distilling becomes Hotaling & Co.



  • Brand Identity (Visual + Voice)
  • Brand Strategy
  • Marketing Collateral
  • Package Design


Summer 2019

In 2017, Sapporo bought Anchor Brewing, and along with it the Anchor brand and name. This forced sister-company Anchor Distilling Company to re-invent their identity and relaunch the company. The brand needed to maintain the company’s heritage cachet as San Francisco’s oldest distillery while repositioning the business as a top-tier international importer as well.

We leveraged the brand’s historic, well-traveled roots as San Francisco’s first craft distiller and global importer to develop a new reputation as Seekers and Makers of the World’s Best Kept Spirits—raising the profile of both locally made spirits and renowned international imports. We had to build a brand platform that encompassed both owned and imported spirits. We created a consistent design solution with the Hotaling double stripe. It’s a ruthlessly simple logo — allowing it to be Hotaling’s centerpiece or the stamp of approval on imported bottles.

Seek the double stripe at a bar near you, or go straight to the well at Hotaling’s new flagship distillery destination.