Master of Malt is a global e-commerce platform offering a vast selection of spirits and drinks. While the consumer-facing side is well-known for its extensive range and polished online presence, the Trade division needed a fresh identity that better reflected its true personality the passionate, knowledgeable, and approachable team behind the scenes.

Trade branding is often perceived as overly corporate and polished, which did not align with the authentic, personable culture at Master of Malt Trade. The challenge was to develop a visual identity that:

• Showcases the human side of the team
• Reflects the brand’s approachable and friendly ethos
• Creates a flexible identity system to support trade marketing efforts
• Stands out within the spirits wholesale and trade market

• Craft a trade brand identity that feels authentic and personable
• Build on the existing Master of Malt brand heritage with a fresh twist
• Develop a versatile logo and visual assets that work across various channels
• Strengthen the connection between the Trade team and their audience

Human-Centered Branding

Highlighting the people behind the business the drinks geeks and passionate staff  to create warmth and authenticity in the Trade brand voice.

Inspired by Batch Labels the Trade logo was inspired by the batch labels used on products, giving it a handcrafted, unique feel. This design choice ties Trade visually to the Master of Malt product world while standing out on its own.

Multiple logo variations were created to allow for dynamic, eye-catching graphics that can be adapted across digital, print, and event materials.

Authentic Brand Voice: Trade communications now feel genuine and personable, reflecting the team’s real character.

Stronger Audience Connection: The refreshed identity fosters trust and approachability with trade partners and customers.

Versatile Visual System: The logo’s flexibility enables impactful marketing materials that engage and excite.