Alex from Fort Hamilton Distillery was ready to expand his portfolio by introducing vodka to his range of spirits. With some considering vodka more of a commodity rather than a crafted spirit, Alex was apprehensive that this new spirit could have a negative consumer perception on the Fort Hamilton master brand. We collectively decided to craft a completely separate brand called Fortress Vodka, which captured positive consumer perceptions through a Fort Hamilton endorsement. For the label design, we took inspiration from revolutionary era ephemera and geometries reminiscent of the archways found in American fortresses.