Cask & Ale

Cask & Ale Rebrand

Cask & Ale, in Madison, Wisconsin, is a bespoke whiskey lounge offering nearly 300 whiskies, each bottle a story waiting to be uncorked. It's upscale, yet inviting; a space where the soft, worn textures of whiskey casks blend seamlessly with the modern, approachable design. The knowledgeable staff are always ready with recommendations, guiding you through a curated experience that feels as personal as it is indulgent. The experience is rich, layered, and full of surprises, like discovering a secret that feels perfectly tailored to you. With 30 rotating draft beers on tap, there's always something new to try, but it’s the vibe that stays with you—comforting, unexpected, yet just what you needed.

  • Brand Identity
    Apparel Design
    Website Design

  • Illustration
    Market Research
    Specialty Prop Welding
    Direct & Style Photoshoot

This branding project is inspired by the slightly upscale, but still approachable interior of the bar, antique order ledgers, and the multitude of textures and marks found on whiskey casks. The challenge was to find the balance between rugged and refined, from the metalwork of the menu mount to the stylized illustrations of the whiskey-making process, and making each element feel cohesive.