Marquette, MI
Joulupukki Christmas Whiskey
Responsibilities: Art Direction, Product Design, Composition
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A Tribute to a Finnish Folklore Tradition
Project Overview: The Honorable Distillery’s Joulupukki Christmas Whiskey is a spirit named after the Finnish Santa, otherwise known as The Yule Goat. Joulupukki uses locally-sourced Olson Brothers Sugar Bush Maple Syrup and Mulling Spices. The remaining high proof of this Straight Rye Whiskey allows the classic rye flavors of pepper and spices to come through while tempered with a slight sweetness of local maple syrup making it very festive for the holidays.
The Honorable Distillery is located in Marquette in Michigan’s Upper Peninsula. This region is inhabited by many Finnish Americans, who came to the Upper Peninsula to work in the local mines.
The illustration of the Joulupukki was designed by Lauri Ahonen. Ahonen designed the previous version of Joulupukki for the film Rare Exports. Since the original is copyrighted, we reached out to Ahonen to design a new version for this spirit. I continued the folklore theme using script fonts and illustrations, while maintaining The Honorable Distillery’s bold branding and merging the themes together.
