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Deep Ellum Spirits

Rebranding, Packaging & Website

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Custom Typography
Brand Merchandise & Apparel
Collateral Design
Logos, Iconography & Illustration
Website Design & Development
Brand Messaging
Packaging System
Identity System


Creative Direction: Christian Helms
Design Team: Alex Roka, Zach Wieland, Crystal Glover
Brand Management: Ryan Kitchens
Website Development: David Guillory

The Story

Dallas’ famous (and infamous) Deep Ellum district is an urban jungle steeped in history, serving over the years as a home to wayward souls, grinnin’ pickers, lovable losers and hungry dreamers. Known for decades as the rough part of town, these days the neighborhood is a vibrant creative enclave known for smooth spirits. Deep Ellum is a world-class distillery pumping out vodka, whiskeys and spirit infusions that sip smooth, win medals and completely crush the competition. Channeling a determination of spirit that fueled countless punk bands, blues legends and degenerate hucksters, they’re a perfect pairing for wild nights, pool parties and questionable characters.

We collaborated with the Deep Ellum team to reintroduce a supercharged brand for a new era. Striking neon labels mirror the spirited hues of the distillery’s vodka infusions, and sport a new, refined logo and typography system. Each element of the identity suite, from the shipper boxes to the custom website, reflects the brand’s rebellious personality, provocative voice and premium quality.

Helms Workshop®