Doug Hahn


Established brand guidelines for a national distillery


  • Research
  • Design
  • Branding
  • Writing
  • Editing
  • Facilitation
  • Negotiation
  • Conflict Management


Unified vision for distillery brand, tying together passionate and diverse stakeholder needs.

Research-based, collaborative brand voice

In a ccooperation with senior leadership, design, and marketing teams, I was instrumental in the creation of brand guidelines for Bently Heritage. The final guide was approved after careful consumer research, competitive analysis, and iterative refinement based on team feedback. Over the next 5 years it was a comprehensive resource for all brand-related decision-making.

As part of this project, we conducted meetings with stakeholders to generate business concepts based on word banks, personas, and positioning.

Brand DNA from the Heritage guidelines
Brand DNA from the Heritage guidelines

The final book included:

  1. Brand Guidelines
  2. Company History
  3. Brand DNA
  4. Copywriting Style
  5. Brand Communication Pillars
  6. Logo
  7. Logo Usage
  8. Logo Variations
  9. Logo Misuse
  10. Typography
  11. Color Palette
  12. Photography Style & Elements
  13. Product Showcase

This document served as a cornerstone for the brand, ensuring consistency and adherence to our core identity across all marketing and promotional efforts. It helped the team succeed on a number of projects, from a virtual tour to product photography and art direction.