Anchor Distilling reborn as Hotaling & Co.
Anchor Distilling Company—San Francisco’s oldest distillery and a global importer. Their sister company, Anchor Brewing, was recently acquired by Sapporo, and along with it, the full rights to the Anchor brand, name, and landmark HQ in San Francisco’s Potrero Hill neighborhood.
As a local legend and industry icon, they were forced to re-invent their identity, without losing their soul—or customer base. The new brand needed to do a lot: simplify a complex legacy, support expansion, and position the company both as a global tastemaker and local craftsman of truly unique spirits.
The new brand honored the past, and, with fresh thinking, re-interpreted what was always true about the legendary company. We invented the signature Hotaling double-stripe. A ruthlessly simple, but very powerful mark. It represents Hotaling & Co.'s two business pillars, stands out on shelf, serves as the brand’s stamp of approval, and connects with a new, discerning drinker.