Spirits & Wine branding Agency
Whiskey, rum, tequila, vodka, and wine. Hellbeing builds the brand behind the bottle: the identity, the label, the packaging, the site, and the campaigns that get it poured.
Everything we design for wine & spirits.
Whiskey, rum, tequila, vodka, and wine. The label is most of the buying decision, and everything around it has to hold up from the shelf to the back bar to the distributor deck. Every piece below is built as one connected system, and any of it can be picked up on its own.
Spirits brand strategy and identity
The position, the mark, and the system that holds it together as the portfolio grows.
- Brand strategy and positioning
- Logo design
- Logo lockups and variations
- Visual identity systems
- Brand architecture
- Typography systems
- Art direction
- Brand guidelines
- Rebranding and refresh
- Custom illustration
Bottle and label design
The label carries the price. It has to read across a room and reward a closer look in the hand.
- Bottle label design
- Front and back label systems
- Capsule and neck label design
- Secondary packaging and carton design
- Gift set and multipack design
- Tube and case design
- Foil, emboss, and finish direction
- Dielines and print-ready files
- Limited release packaging design
- Packaging and label design
Website design and digital
Sites and digital assets that hold up under age gates and platform limits and still look like the brand.
- Website design
- Age gate design
- Landing page design
- UI design support
- Email design and templates
- Content creation
- Digital ad design
- Digital asset rollouts
- B2B and sales portal design
- SEO and AI discoverability
Campaigns and launches
Everything that takes a bottle to market and keeps it consistent across every channel while it gets there.
- Product launch campaigns
- Limited release campaigns
- Multi-channel campaign design
- Advertising design systems
- Promotional creative
- Motion design direction
- Social media design systems
- Campaign toolkits and templates
- Campaign expansion
- Launch planning
On-premise, retail, and trade
Three tiers, three audiences, and each one needs its own materials to move cases.
- Point of sale design
- Retail display design
- Shelf talker design
- Menu and on-premise design
- Merchandising design
- Trade show booth design
- Event and experiential graphics
- Sell sheet and one-pager design
- Distributor and sales materials
- Education and training materials
Ongoing creative partnership
A creative department on retainer. The same range as everything above, without the overhead of hiring it.
- Monthly creative retainers
- Ongoing campaign development and support
- Ongoing release and brand design
- Ongoing packaging and web design
- Brand evolution and expansion
- Sales and retail support materials
- Embedded creative collaboration
- Cross-functional team support
- Art direction for in-house teams
- Ongoing SEO and content support
How a spirits brand gets built.
Three things decide whether a bottle earns its price: the identity behind it, the materials that get it placed, and whether the whole thing still holds together at the fourth expression.
The brand comes first
The brand is the story: the positioning, the identity, the voice. The label is where a customer meets it, not where it starts.
We design the label, the capsule, and the packaging out of that identity, so the bottle on the back bar says the same thing as the website, the sell sheet, and the next release.
The three-tier world
Alcohol runs through distributors, retailers, and on-premise, and each one needs different materials. We design the sell sheets and catalogs that move cases, the menus and on-premise creative that turn a well pour into a call brand, and the booth and collateral for whichever shows you attend.
All of it built from the same identity, so the brand does not fall apart between the shelf and the bar.
Built for the next expression
Most spirits brands start with one bottle and end up with a range, a cask series, and an annual limited release. Designed as one-offs, that becomes a shelf of things that do not look related.
We build the label as a system with the variable areas defined up front, so a new expression is a straightforward addition and the lineup still reads as one portfolio.
Questions we get.
What does spirits branding include?
Do you design the label and the packaging?
Do you work across whiskey, rum, tequila, and wine?
Do you design distributor and on-premise materials?
Do you design age-gated websites?
Do you work on retainer?
Two decades of branding and creative experience spanning Scandinavian Tobacco Group, Luxury Cigar Club, Room101, Caldwell Cigar Co., Wildfire, Premium Cigar Association, Cornell & Diehl, Drew Estate, Diplomático, Smokingpipes, Weedmaps, El Titan de Bronze, Mombacho, Laudisi, John Drew Brands, and Lost & Found.
Experience spanning Hellbeing partnerships, collaborations, and prior leadership roles.
Don't take our word for it.
Hellbeing is a creative and strategic powerhouse, headed by a competent operator who is as powerful a creative mind as she is a strategist.
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Hellbeing is a creative and strategic powerhouse, headed by a competent operator who is as powerful a creative mind as she is a strategist.
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Hellbeing Brands has been an outstanding strategic partner, and Jax Sears has played a key role in that success. Her ability to blend consumer insight, brand strategy, and commercial thinking results in recommendations that are both inspiring and actionable. Beyond the quality of the work, Jax is a trusted collaborator who approaches every engagement with professionalism, passion, and a strong commitment to delivering value. I highly recommend Jax and Hellbeing Brands to any team seeking a smart, innovative, and reliable partner.
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from designing our association's website to creating event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Hellbeing Brands has been an outstanding strategic partner, and Jax Sears has played a key role in that success. Her ability to blend consumer insight, brand strategy, and commercial thinking results in recommendations that are both inspiring and actionable. Beyond the quality of the work, Jax is a trusted collaborator who approaches every engagement with professionalism, passion, and a strong commitment to delivering value. I highly recommend Jax and Hellbeing Brands to any team seeking a smart, innovative, and reliable partner.
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from designing our association's website to creating event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Tell us what you're up against.
A project, a launch, ongoing support, or an idea you're still shaping, we want to hear about it. That's the work we're built for.