Case Study - Brand Identity

The Barrel Mill

Perfecting the Art of Craft

The Barrel Mill is a cooperage in Central Minnesota specializing in premium barrels and infusion spirals. Owned and operated by a family who has been in the lumber business for over 100 years, their products are made from the finest oak found, hand-selected, and aged to perfection.


The Cooperage’s brand identity was also … well, aged. Left untouched since its establishment in 2004, leadership felt it was time to modernize its visual identity without losing brand equity built over their nearly 20-year history. With a growing demand for their products and the desire for product differentiation, they determined it was time to reach out to Moxie Creative for help.

Our goal for this project was to give a nod to the original logo while bringing it up-to-date and easier to use across all channels. Their previous logo and brand elements were restrictive, only allowing for very specific applications and lacked color.

It was up to use to help them determine not only their new logo, but also their new style. Through our branding process, we were able to give the client something that was fresh but also familiar.

New brand elements, such as secondary logos to help with product differentiation, a fresh color palette to spice things up, modern typography, patterns, and photography styles give The Barrel Mill’s new brand legs – and a bright future.