I set goals to land clients in specific industries. Craft beer was one. Coffee was another. Both turned into real clients. Fitzgerald Whiskey was built with a craft distillery in mind, but I also wanted this one to mean something beyond the portfolio strategy.

Since the first time I experienced Lake Superior, I’ve been completely hooked. Never before have I experienced something with so much history, beauty, and raw, unforgiving power. This concept is built around the SS Edmund Fitzgerald, the freighter that sank in a November storm in 1975. Specific details from the wreck are woven throughout the design: the captain, his last recorded message, the coordinates of the wreckage. Not as decoration, but as a way of honouring the story the brand is built around.