Based in Philadelphia, Pennsylvania, America Spirits Exchange (ASE) is the foremost alcoholic beverage importer in the United States. Having long been established, the business needed a new and refreshed brand that complemented its heritage and experience within the industry but also elevated it into new business sectors and territories.

Our approach was to create a bespoke hand-drawn logo of their initials ASE, which is predominantly how the business is known within the drinks industry. Using a modern blackletter style was a nod towards their old brand, but we literally flipped it on its head by turning the logo into an ambigram. We also punctuated the designs by using their core values as part of the overall visual language of the brand.