Counting sheep is for kids, we'd rather take a nightcap
Inspiring stewardship with every sip, Full Curl Spirits is the convergence of consumption and conservation in a niche market few knew existed, and fewer still inhabit. For hunters, most specifically the bighorn-sheep variety, Full Curl marries a warming reprieve from a blustery day in the wild with the Wild Sheep Foundation's ongoing work to keep it so. Massive embraced the unique conscientious-hunter market and the challenges it entailed, curating a distinctive man's man of a brand.
Full Curl Spirits
Identity / Packaging / Illustration / Web
Born out of the founder's deep love of bighorn sheep and commitment to conservation, Full Curl Spirits is a micro-distillery producing bourbon, rye, gin, and vodka for discriminating palates and conservation-minded consumers. Each sale directly benefits the Wild Sheep Foundation's conservation work, making every purchaser a partner in those selfsame efforts. The direct-to-consumer model not only required label designs for the suite of spirits, but a protective shipping concept that was equally distinctive. Massive proposed an identity that mirrored the founder's passionate ethos, while showcasing the boutique brand's handcrafted offerings with exquisite illustrations, masculine touches, and uniquely collectible packaging.
A gentleman's brand for the apex hunter, Full Curl's packaging marries rurally rugged appeal with pinkies-up class. Understated and elegant, the soft white labels appear as if hand-tooled by a leather stamp. The minimal inclusion of color, in the simple identifying sticker and vintage wax seal, allows for the spirits' crystal clear or warm caramel tones to take center stage. Each varietal — bourbon, rye, vodka, and gin — also includes a unique wild sheep illustration, art in its own right.
To protect the bottles during shipping, Massive also developed wood-crate novelty boxes featuring housing for one, two, or four bottles and up to four logo-graced glasses. Ornate metal latches complete the simple, highly giftable boxes. The bottles are beautiful. The boxes in which they’re shipped are beautiful. The benefit to wild, open spaces and the animals that inhabit them — beautiful.
Full Curl's ecommerce website is both informative and intuitive. Replete with fine photography, illustrative product highlights, professional product imagery, and poetry-inspired language, it speaks to some elusive sophistication, the captivating aroma of leather-bound books and rich mahogany. You can almost smell it.
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