With zero-proof beverages becoming more saturated — and often leaning into wellness or overly precious aesthetics — Vellum needed to carve out space that felt more editorial and edge-driven. The challenge was to design a brand that appealed to a design-savvy audience without alienating a broader sober or moderation-seeking market.

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The name “Vellum” evokes texture, storytelling, and craft. The identity was built around rich, tactile contrasts: soft neutrals against inky blacks, serif typography paired with brutalist layouts, and packaging that feels like limited-run print. Photography leaned into mood and ritual — smoke, glass, dim light — capturing the intimacy of the pour.

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Vellum launched as a brand that confidently sits between category disruptor and quiet indulgence. It’s drink design as editorial object — collectible, immersive, and unlike anything else in the space. The identity invites slower consumption, aesthetic discovery, and an entirely different kind of celebration.