We named the distillery after the North American Pika which can be found scampering atop mountains throughout Colorado. The pika gets its nickname, Whistling Hare, because of its trademark whistle, or chirp. In order to survive the harsh winters, Pikas spend the summer foraging nearby plants, building a stockpile to last through the winter. We related the idea of seeking local vegetation to our clients’ commitment to using local, organic ingredients.

The symbol is a literal representation of a “treeline,” the elevation above which trees cannot survive. The treeline relates to both the idea of outdoor exploration and the whistling hare’s (pika’s) habitat while subtly referencing the distillery’s commitment to higher standards.

The packaging system utilizes an underlying framework to provide efficiency and consistency to the brand, with a varying color palette to impart a visual distinction among the myriad spirits. The labels tow the line between modern and heritage, grounding the distillery’s place in the modern craft movement while invoking the spirit of the outdoors.