New England Distilling
Murphy developed the visual identity and packaging system for New England Distilling, a Portland, Maine craft distillery founded by Ned Wight, a sixth-generation rye whiskey distiller. Drawing upon the Wight family's remarkable distilling heritage, the identity brings together traditional heraldic forms, expressive typography, and a restrained visual palette to establish a distinctive contemporary presence.
Crest-based marks, historically informed letterforms, and carefully considered bottle and label designs establish a recognizable identity across the distillery's portfolio. Each spirit maintains its individual character within a unified packaging system, balancing historical references with the clarity and refinement of contemporary design.
Client
New England Distilling
Sector
Heritage Spirits / Craft Distillery
Location
Portland, Maine
Scope
Identity System, Packaging Design, Digital & Environmental Applications
A generational distilling legacy, structured for a modern New England spirit.
The identity extends beyond the bottle into signage, merchandise, digital communications, and the distillery environment. Together, these applications connect the products to their place of origin, the craft of contemporary distilling, and a family tradition spanning six generations (‘No.’ encircled by ‘6’ has been integrated into the primary mark).