Services providedArt Direction, Branding, Collateral Design, Design, Illustration, Logo and Identity, Package Design, Print
Weathered illustrations and a strong, icy palette – Waterlin is original Wisconsin. Emerged in the story of the Menomonee Ice Harvesting industry this brand embodies the solid, midwestern heart. Waterlin welcomes all, gathering ‘round company that laughs from the heart warmed by a traditional Wisconsin old-fashioned.
The story of the Menomonee ice harvest is told through heavy inked illustrations, vintage maps, and cut-in-front-of-you ice cocktails. Tight and directive typography is inspired by old ice trucks’ plaques and industrial invoices and is found throughout menus that offer Friday fish fries alongside hearty steak dinners. A pattern mimics the grids harvesters would trace on the ice while another proudly displays a collection of tools. Closeness and coziness (and flannel) are encouraged with shareable s’mores and interlocking drink coasters.
Hot coffee is a must on cold Wisconsin days. A coffee bar offers fresh–brewed coffee alongside warm and genuine smiles. Package design concepts are inspired by vintage newspaper. Quick and deliberate stamps and signatures are the final touch in crafting a genuine and trustworthy brand that shares its community’s hard-working heritage.