White Frisian
Naming and label design for Germany’s first milk-based liqueur, crafted to stand out on shelves and win over the country’s largest retailer.
Scope:
Naming, Logo Design, Brand Guidelines
Label Design
Collateral: Coasters, Business Cards
Florian Falk, a former banker turned spirits entrepreneur, launched Germany’s first milk-based schnapps and approached us to support the next step of his journey: a full brand refresh aimed at a younger, more design-conscious audience.
We developed the name White Frisian and a fresh label design that captures the product’s unique character, regional roots, craft production, and modern appeal. The visual concept was created to be scalable across future liqueur varieties and product extensions, with flexible design elements that adapt seamlessly across packaging and promotional materials.
The name White Frisian instantly evokes a sense of place, conjuring the image of white-coated sheep grazing along the northern dikes and meadows. “Frisian” nods to Friesland, the region in Northern Germany where the founder is from and where the liqueur will be primarily marketed. The word “White” reflects both the color of the spirit and the wool of the sheep, creating a vivid mental image. Visually, a large, radiant sheep’s head serves as the central element on a black background, drawing the eye and creating a strong contrast with the creamy liqueur inside. The overall look is clean and contemporary, giving the product a premium feel while keeping the focus on its name and origin.
The new branding created immediate standout and strong brand awareness, leading to nationwide placement in over 60 Edeka stores, Germany’s largest retailer, and earning White Frisian the Drinkstarter award, which secured listing in 1,200 specialty markets across Germany. The brand’s momentum ultimately led to its acquisition by Heydt, one of Germany’s leading private distilleries.
Press:
Oldenburger Onlinezeitung: Mit Milchschnaps auf Erfolgskurs
Bild: Karriere-Boom mit 'ner Schnaps-Idee