Naming / Branding / Label Design / CollateralWhite Frisian
Naming and label design for Germany’s first milk-based liqueur, crafted to stand out on shelves and win over the country’s largest retailer.
Work Led & Delivered:
Naming
Branding
Label Design
Collateral: Coasters, Business Cards
Florian Falk, a former banker turned spirits entrepreneur, launched Germany’s first milk-based
schnapps and approached us to support the next step of his journey:
a full brand refresh aimed at a younger, more design-conscious audience.
The Approach
We developed the name White Frisian alongside a fresh label design that captured the product’s unique character, regional roots, craft production, and modern appeal.
The name White Frisian evokes a vivid sense of place, conjuring images of white-coated sheep grazing along the northern dikes and meadows. “Frisian” anchors the product in Friesland, the founder’s home region in Northern Germany, where the liqueur was first marketed. “White” reflects both the spirit’s color and the wool of the sheep, tying origin and product together in a single phrase. Visually, the design centers on a radiant sheep’s head against a black background, creating bold contrast with the creamy liqueur inside. The overall look is clean and contemporary, lending a premium feel while keeping the focus firmly on name and origin.
The visual concept was designed to be scalable across future liqueur varieties and product extensions, with flexible elements that could adapt seamlessly across packaging and promotional materials.
The Impact
The new branding created instant standout and strong brand awareness, leading to nationwide placement in more than 60 Edeka stores, Germany’s largest retailer. It went on to win the Drinkstarter award, securing listings in 1,200 specialty markets nationwide. The brand’s success and momentum ultimately led to its acquisition by Heydt, one of Germany’s leading private distilleries.
Press
Oldenburger Onlinezeitung: Mit Milchschnaps auf Erfolgskurs
Bild: Karriere-Boom mit 'ner Schnaps-Idee
– This project was completed while Alena was Junior Art Director at Engel & Helden GmbH –