TREATY OAK DISTILLING

Brand Refresh, Packaging, Retail, Digital & Experiential Design

Role: Sole Designer & Brand Marketing Specialist
Company: High Basin Brands
Location: Austin / Dripping Springs, Texas

Treaty Oak Distilling is a Texas whiskey brand rooted in heritage, craftsmanship, and a destination-driven distillery experience. As the sole designer at High Basin Brands, I led the creative execution and ongoing evolution of Treaty Oak’s brand across packaging, retail, digital, social, and on-site experiences.

My work spans long-term brand refresh initiatives as well as fast-paced, real-world deliverables — ensuring the brand feels cohesive whether experienced on a whiskey bottle, a tasting menu, a social post, or in person at the distillery.

Brand refresh and visual identity evolution

Whiskey label design and production refinement
Retail & POS design for on-premise and in-market use
Social media strategy, content creation, and photography direction
Event, menu, and experiential design for the distillery
Cross-functional collaboration with leadership, sales, operations, and vendors

This role required balancing heritage storytelling with modern usability, while designing at scale across physical and digital touchpoints.

I owned end-to-end creative direction and execution for Treaty Oak, including:

My Role

Brand Refresh & Packaging

I collaborated directly with leadership and external partners to evolve Treaty Oak’s visual identity while preserving its Texas heritage. When early agency concepts didn’t fully meet the brand’s vision, I built new label mockups by combining preferred elements, refining textures, and defining Pantone color systems for accurate print production.

This process included:

Iterative label redesigns across the full whiskey lineup

Material and finish exploration (embossing, foil, matte vs gloss)
Pantone color management and print-ready production files
Photography direction to reflect the updated brand tone

Rebrand & Label System Evolution

As the sole designer leading Treaty Oak’s rebrand, I was responsible for translating high-level brand direction into a refined, production-ready visual system. The goal was to modernize the brand while preserving its Texas heritage, craftsmanship, and credibility within the whiskey category.

Early agency concepts established a starting point, but as the work progressed, it became clear the brand needed stronger cohesion, texture control, and shelf presence. I stepped in to guide the rebrand forward through hands-on design, iteration, and visualization.

Retail, POS & In-Market Design

To support both on-site sales and retail partners, I designed a full ecosystem of POS and in-market materials, including:

Shelf talkers and case cards
Tasting menus and on-premise signage
Case stacker wraps and endcap signage
Promotional banners and roll-up displays

Each piece was designed to be flexible across different retail environments while maintaining strong brand consistency and clarity at shelf.

Pole Topper
case card
shelf talker
Roll up Banner

Treaty Oak Distilling Website Design

I led the design and ongoing updates of the Treaty Oak Distilling website, focusing on creating a digital experience that reflects the brand’s Texas heritage, craftsmanship, and on-site energy. The goal was to make the site both visually engaging and highly functional, serving as a hub for visitors to explore the distillery, discover products, and stay informed on events.

CLICK TO VIEW

UX SKILLS

UX structure for key pages (Visit Us, Events, Products)
Mobile optimization and responsive design
Ongoing content updates and maintenance
Event integration and user flow optimization

Built a clear and intuitive navigation system
Established strong visual hierarchy for readability
Balanced storytelling with conversion-focused design
Aligned digital experience with brand identity and tone
Designed for both first-time visitors and returning customers

Visit planning experience (hours, location, expectations)
Event promotion and ticket navigation
Product storytelling and brand integration
Announcement and update flexibility
Mobile-first optimization

Ranch Print Materials

Print Design, Brand Application, Event Collateral, Production Coordination

Scope

Event menus (Supper Club, seasonal dinners, special events)
On-site signage and promotional materials
Flyers and event announcements
POS materials (shelf talkers, table signage, posters)
Branded assets for recurring and one-off events
Custom materials for private and on-demand events

Approach

Translated brand identity into physical touchpoints across the distillery and ranch
Designed for both aesthetics and real-world usability (readability, durability, placement)
Created flexible systems that could adapt to different event types and timelines
Balanced elevated, premium design with fast turnaround needs for events