Both the identity and the brand itself respond to a growing desire for premium spirits that prioritise origin, ingredients, and storytelling – bridging history and contemporary craft through the renewal of traditions, not simply via nostalgic cues. The visual identity embodies this balance of past and present, with its Roman routes sitting front-and-centre.

The logo adopts the Roman inscriptional spelling, VARVS, where the ‘V’ substitutes ‘U’, as the letter did not exist in classical Latin capitals. This epigraphic reference anchors the brand in antiquity while maintaining a contemporary character. Meanwhile, a clean, rational sans serif sits alongside a slick serif to create a precise, warm and – importantly – contemporary type pairing.

While exploring Westphalian memorabilia, we came across a traditional postcard style featuring the phrase “Gruß aus ...” (= “Greetings from ...”), typically illustrated with scenes ranging from local folklore and landmarks to depictions of regional customs – such as the classic Westphalian breakfast served with Steinhäger (a juniper spirit associated with the area).

Inspired by this, we designed a label that brought together key elements of the region, including the Teutoburg Forest, the surrounding countryside, and a traditional breakfast scene featuring our Varus vessel. The illustration incorporates the brand’s epoch-spanning colour palette – bringing classic and contemporary hues together – whilst the Lübbecke coat of arms is framed by juniper and grain alongside the distillery itself, creating a cohesive visual narrative rooted in time, topography, and tradition.
rooted in place and tradition.

From Roman amphorae and medieval clay alembics to stoneware bottles defining regional spirits like Genever and Steinhäger, ceramic vessels have long shaped how we store and enjoy drinks. Even after glass became dominant, ceramics remained culturally significant, resurfacing in the 20th century for serving aperitifs.

Drawing on this tradition – and creating a tactile centrepiece for the brand – we created a contemporary porcelain vessel that connects Roman craftsmanship, distillation history, and the region’s ceramic heritage. Produced in small batches and available in three colours, Varus 775’s corked jug comes in a bespoke crate with a refill bottle, repositioning the product into a collectable, artisanal – and sustainable – object that celebrates the rituals underpinning the region whilst embodying the craftsmanship and modern heritage of the brand.

History remembers the conflict. Yet beyond the battlefield, there was exchange. Romans and Germanic peoples traded goods, techniques, and tastes. During the Pax Romana, commerce allowed ingredients and ideas to move across regions. Varus 775 shifts the focus from conflict to connection, celebrating trade and the shared influences that helped shape local identity.

This philosophy is embodied in the brand’s coin – a design featuring clasped hands and Mercury’s caduceus; symbols of commerce, negotiation, and peace. It echoes the approximately 1,500 Roman coins unearthed at Kalkriese, the site of the Battle of the Teutoburg Forest, connecting the region’s past with the present day. Similarly, surpassing its symbolic service, the coin also functions as a pre-order token at the distillery.

Land and liquor, past and present. Classical history and contemporary distillery. Much like their libations, there is plenty that Varus 775’s tangible identity serves and celebrates, whilst inhabiting a refined, considered character. Bottling a distinctive spirit within its spirits.

Thank you to Edward from Himkok for joining us and mixing the tasty Varus Aquavit sour, to Carousel for the wonderful flowers and a special thanks to the skilled porcelain makers whose hands and knowledge keeps this craft alive.