Piney Spirit Reserve

Art Direction: Alice E. Drueding
Branding, product development, motion picture, photography, concepting, copywriting, web

For my senior thesis, I wanted to take on a project that covered many bases. In this case, all the design, website, copywriting, video, photography, and so on. Getting to do all of this myself, and fitting it into about 10 weeks was a challenge, but very exciting. The e-commerce site was important here, as it contained all of the stories that couldn't be told in shorter formats in print. 

Piney, a derogatory term turned coat of honor, refers to the inhabitants of the New Jersey Pine Barrens. The Pinelands Reserve is the largest protected area on the eastern seaboard, though deemed "barren" for its seemingly uninhabitable marshes, is now home to a rich agricultural industry. Ghost towns, historic sites and legends such as the Jersey Devil preserve the Pinelands’ unique culture. Piney Spirit Reserve is a retail brand and craft distillery that celebrates this rich history and present day charm. It consists of a seasonal line of workwear inspired apparel, industrial home goods, and unique craft spirits. The design is based on the legends that are passed down, and the agriculture flavors harvested in the towns where these legends originate. 


The website takes on a directional approach, which takes the consumer through a series of pathways to eventually buy a product. Initially, the brand is introduced, followed by click throughs that present the story lines for this campaign. At the end of the story, the consumer is presented with a click-though to reach the store where products relating to that story can be viewed in greater detail. At that point they have entered the shopping end and checkout is the natural next step.

As the name suggests, there are two types of "spirits" attached to Piney. The second part of this brand is a craft distillery, maker of spirits that incorporate agricultural products from the areas surrounding the towns of the Pine Barrens, like blueberries and cranberries.


As the name suggests, there are two types of "spirits" attached to Piney. The second part of this brand is a craft distillery, maker of spirits that incorporate agricultural products from the areas surrounding the towns of the Pine Barrens, like blueberries and cranberries.