Austonian Spirits: A Sustainable Whiskey Brand with a Modern Edge
CLIENT
Austonian Spirits / Lawrence Sasso
DATE
2016-2019
INDUSTRY
Alcohol / Food & Beverage
SCOPE
Logo, label designs, pitch deck, brand guidelines, and launch website
Project Overview
Austonian Spirits set out to prove that crafting high-quality whiskey didn’t have to come at the cost of the environment. Using a proprietary aging process that uses only a fraction of the oak typically required, their method blends tradition with innovation—producing premium spirits in a more sustainable way.
Founder Lawrence Sasso came to me to help bring that vision to life through a compelling and cohesive brand. I was responsible for developing the visual identity from the ground up, including logo design, bottle labels, launch website, brand guidelines, and a pitch deck for investor and distributor presentations.
Objectives
Create a whiskey brand that clearly communicates sustainability and quality
Stand out in a saturated shelf environment dominated by earthy tones and traditional aesthetics
Capture the founder’s innovative process and Texas pride in the visual identity
Equip the team with branded tools to support launch, sales, and storytelling
Austonian Spirits logo suite.
My Role & Deliverables
Logo Suite: Custom symbol inspired by barrels and tree rings, hand-drawn then digitized, paired with modern serif typography
Label Design: Foil-accented labels in green and silver to break category norms and echo the eco-forward message; designed for both Austonian Whiskey and their Texas Bourbon
Brand Guidelines: Typography, color palette, usage rules, and visual direction for consistency across media
Pitch Deck: Designed investor/distributor deck in line with the new branding to support launch and growth efforts
Website: Designed and developed initial WordPress website with a clean, modern aesthetic and atmospheric imagery
Design Approach
The core of Austonian’s identity is the tension between tradition and forward-thinking innovation. The custom logo mark draws on natural forms, evoking the organic origin of whiskey and the brand’s sustainable practices. Using green as a primary label color was a strategic choice to stand out on retail shelves while reinforcing the environmental values.
Label layouts balance boldness and clarity—built to meet regulatory requirements while keeping a strong visual hierarchy. The use of foil printing created a premium tactile experience and further differentiated the bottles.
The website carried this energy forward with moody, earthy photography and succinct storytelling, giving potential customers and distributors a compelling introduction to the brand.
Collaboration: Mostly remote, with some in-person meetings; email, Zoom, and Google Drive for hand-off and feedback
Austonian Spirits launch website
Results & Impact
The Austonian Whiskey launched in summer 2017, with a second bourbon line released in summer 2019
Products were distributed through RNDC, a major distributor
Brand identity supported their launch into retail and investor conversations
User-generated photos
Why This Project Matters
This project exemplifies how strong branding can connect innovation with tradition—and how visual design can help a sustainable product stand out in a crowded, legacy-heavy industry. Through thoughtful identity design and strategic shelf presence, Austonian Spirits carved out a unique space in the whiskey market.
Testimonial
“It’s hard to find someone outside of the company who cares enough to help create a vision and handle the important branding aspects of a design project. That’s what we needed, and Amanda was able to be that visionary for our company while working as a consultant. The project plan was laid out specifically and concisely, and she followed it, but was also able to be flexible where needed, researching and filling in the blanks around our ideas. I am very happy with her work for us and would easily recommend her services.”
