Don Walter

Branding · Packaging Design

Since 1964, Don Walter has represented a family tradition in liquor production from the Amazonian region of Tarapoto, Peru. Its identity is rooted in the jungle and in an ancestral culture passed down through generations.

Challenge & Response

The Request

Approached us with a clear intent: to refresh its visual identity without losing the essence that had defined it for over half a century. The redesign needed to express modernity without sacrificing its handcrafted soul or its strong territorial roots.

The client wanted to bring visual consistency across all their products, especially in light of a planned regional expansion. A flexible label system was required to differentiate product variations clearly while staying coherent and scalable.

Another central goal was to connect with new urban audiences — those who value authenticity and craft, but also expect more contemporary visual codes. This wasn’t just a cosmetic update; it was a strategic reinterpretation of the brand.

The Solution

Our strategy was to craft an identity that felt rooted in tradition without appearing outdated. We developed a logo inspired by 1960s shop signage, subtly adjusting the type to deliver character and warmth without stiffness.

The label system was designed using a flexible grid with modular elements that enable clear information hierarchy, flavor differentiation, and consistent brand presence. We introduced graphic details inspired by regional textiles and Amazonian relief patterns to create a rich, tactile visual texture.

Material choices, finishes, and colors were selected to convey quality, heritage, and a direct connection to the land. The new identity allows Don Walter to speak to contemporary consumers without losing its original voice.

The visual direction

Cultural references

Graphic symbols from the Amazon region, Peruvian street signage, and traditional artisan emblems.

Material inspiration

Wood textures, vintage rum labels, native ceramics, and colonial-era maps of Peru.

Editorial aesthetics

1960s magazine layouts, archival photography, and strong yet elegant graphic systems.

We Observe

We analyzed the existing labels, point of sale materials, tone of voice, and symbolic elements the brand had been using. We studied the company’s history, its founders, and the cultural and geographic landscape it belongs to.

We Edit

We identified what needed to be preserved to maintain the brand’s identity (the name, territorial narrative, and artisanal approach) and what needed to be removed or updated to create a clearer and more functional brand.

We Design

We developed a complete new visual identity, with a scalable packaging system and a brand logic that allows for future product extensions without losing coherence or expressive quality.

We Refine

We tested materials, visual hierarchies, and color schemes until we found a result that felt both authentic and current. We fine-tuned each label to achieve a balance between beauty, legibility, and a sense of belonging.

What you see

A glimpse into the final expression of the brand.