THE CHALLENGE FOR headFrame spirits
As a start-up microdistillery in Butte, Montana, Headframe Spirits was facing a steep uphill climb. Competing for shelf space in a saturated spirits market is tough for legacy brands—for a newcomer with local roots, it was sink or swim.
Our Approach
A clever name and eye-catching label might turn heads, but they wouldn’t carry Headframe to lasting success. So we uncovered Headframe’s greatest asset—the gritty, fascinating soul of Butte itself. From its mining-town legacy to its modern-day revival, we positioned Headframe as a symbol of Butte’s transformation: proud, complex and unmistakably real.
We then built a brand system that matched the story—from a bold brand mark to distinctive packaging, signage, a website and sales materials that distilled Butte’s character into every touchpoint.
THE results
Headframe’s production has reached over half a million bottles, soaring from 80 to 2,000 cases per day—a 2,400% increase. Accolades include being named Montana American Single Malt Distillery of the Year by the New York International Spirits Competition and a prestigious gold medal for the brand’s Kelley Distiller’s Select.
Distribution has grown to include an additional 16 states, and today, Headframe operates the largest American Single Malt distillery west of the Mississippi.