Mean Spirits
BRANDING & PACKAGE DESIGN
Mean Spirits was built on the idea of meeting in the middle — a belief that despite our differences, shared experiences and common ground bring people together. That concept of “the mean,” where things converge, became the foundation of the packaging system.
A proprietary μ (mu) anchors the custom wordmark and appears as a brushed aluminum seal, while a bell-curve die cut shapes the label itself. When bottles are aligned, the side panels reveal a continuous visual narrative: a screen-printed bell curve, the mean formula, and the word UNION spanning the set. The result is a tactile, intentional system that balances American heritage with modern precision.
Mean Spirits is built on the belief that premium spirits bring people together. Founded by U.S. Navy veterans Lou Shepard and Dave Hall, the Norfolk, Virginia distillery reflects a shared commitment to service, precision, and craft.
Since 2020, Mean Spirits has been quietly shaping a growing portfolio, from bold bourbon and rye to single malt, vodka, and gin, each distilled, aged, blended, and bottled on-site with intention.
At its core is the idea of the mean: the place where differences converge and community forms. A distillery rooted in heritage, driven by discipline, and united by spirit.
