Little Round Still is a family-owned microdistillery located in Alexandria, Minnesota. In recent years, the family relocated from its original home in Wadena to a larger facility designed for its next chapter. The move gave them more space, greater visibility, and a better experience for the customers they wanted to reach.
With the move on the horizon, Little Round Still came to us with new products in the works and a clear goal: reach a more premium customer without leaving the loyal, everyday drinker behind.
The new line needed to feel elevated without feeling out of reach. It needed to be different enough to earn attention yet familiar enough to still feel like the Little Round Still locals had come to know and love.
The brother-and-sister team now leading the business had a vision that looked different from the one their father started with. They envisioned an opportunity to create something more exclusive and design-forward while protecting the affordability and approachability that had originally built the business.
Our role was to turn that vision into something customers could see and feel. Every design decision had to bridge heritage and growth, creating premium products that felt at home alongside Little Round Still’s existing lineup while confidently introducing the next generation of the brand.
Little Round Still had a stash of Andean oak casks sitting in the basement and the makings of something special. We helped turn that opportunity into a premium rye whiskey built to get attention.
The final design landed in the sweet spot.
A clear label with artwork that creates the look of etched glass gave the bottle a refined, premium presence. At the same time, the existing logo and descriptor styling kept it connected to the Little Round Still customers already knew.
To further bridge heritage and growth, we carried forward the signature Loonex, a nod to the Native American heritage of the Wadena area. It serves as a reminder that while the packaging has evolved, the story behind Little Round Still is still rooted in where it all began.
Little Round Still wanted to create something customers couldn’t find just anywhere on the shelf. Their Barrel Select program invites retail partners into the process, allowing them to taste through individual barrels and handpick the one that will become an exclusive release for their store.
We created a family of labels that brought the program together across bourbon, rye, and whiskey. Each design shares the same premium look while using color to distinguish each spirit, creating a collection that’s easy to navigate without sacrificing consistency. A dedicated space for the founder’s signature on every bottle serves as a reminder that even these exclusive releases are still rooted in the heritage that built Little Round Still.
Little Round Still now has a premium line that doesn’t ask them to choose between heritage and growth. It’s elevated without feeling out of reach, giving the next generation room to expand the business while honoring everything that built it.
The Barrel Select program takes that one step further. Retail partners aren’t just stocking another bottle; they’re helping choose it. That creates a level of ownership and excitement that starts long before the spirit ever reaches the shelf.
Today, Little Round Still has a premium portfolio that proves you don’t have to leave your roots behind to reach new customers. The brand didn’t change who it was. It simply grew into who it was becoming.
