We speak with award-winning wine, craft, and spirits branding studio Makers & Allies to learn more about their Platinum award-winning work and their plans for the future

Can you tell us something about your agency?

At Makers & Allies, our mission is clear: to create brand distinction. In a world where the beverage industry is more competitive than ever, we believe that design is more than just aesthetics—it’s about telling a story, creating an experience, and leaving a strong memorable impression.

For over a decade, we’ve been crafting stand out brands, working with a range of clients from emerging small-batch producers to global industry leaders. Packaging design is at the core of what we do, but our approach goes far beyond the bottle. From strategy to storytelling to big picture brand worlds, we seek to build brands that do more than just compete—they captivate. 

Congratulations on winning Platinum for the Beverage category last year! Tell us a bit more about this project – the journey of creating it, inspiration and challenges behind it – and what it means to win.

Winning Platinum for Casa Obsidiana was an incredible honor—it’s very meaningful to be recognized on an international stage among so many talented design leaders. One that speaks to the power of design to shape perception, emotion, and experience around beverage brands.

This project was a deep dive into craftsmanship, culture, and storytelling. Our team traveled to Mexico to immerse ourselves in the artistry behind this ultra-premium tequila, collaborating with one of the most influential agave farming families, distillers, and artisans to create a package that truly reflected its essence. The inspiration came from obsidian itself—a stone rich in legend, formed by fire and deeply tied to Mexico’s heritage. We designed the brand and package to feel like an artifact, something that felt unique and intentional in its form, texture, and brand details. Minimalistic yet elevated by the subtle design decisions.

But we didn’t stop at just creating something visually striking. We integrated NFC technology into the obsidian stone, allowing consumers to scan and unlock a deeper layer of storytelling—transporting them into the world of Casa Obsidiana and revealing the passion, craft, and innovation behind it.

To be recognized as Platinum among some of the world’s most exceptional creative work was both humbling and energizing. It reinforced our belief that design is more than what you see—it’s what you feel, what you connect with, and what stays with you long after the first encounter.

Which part of creating the pack did the team love the most?

There’s something incredibly rewarding about watching an idea move from concept to reality—seeing the sketches, raw prototypes, and materials evolve into a finished piece that you can hold in your hands.

With Casa Obsidiana, it was that moment when the sculptural forms, brand elements, and NFC experience all came together—the realization that we had created something that wasn’t just packaging but an experience.

Beyond the design itself, the collaboration was the most meaningful part. Being in Mexico, and working alongside talented artists and producers made this project truly special. Great design is rarely created in isolation—it thrives on collective energy, connection, and a shared vision.

Are you currently working on any exciting new projects?

Always. Right now, we’re working on a diverse range of projects spanning ultra-premium spirits, wines from up-and-coming regions, and innovative aperitifs & RTDs. A focus for us has been sustainability—exploring new materials and design solutions that reduce environmental impact without sacrificing on design.

Beyond packaging, we’re constantly looking at how brands can create deeper connections through digital touchpoints, immersive storytelling, and interactive experiences. The way consumers engage with brands is evolving, and we’re passionate about being at the forefront of pushing those boundaries.

Here are a few projects we’re particularly proud of:

● Rue De Rêve – A California-inspired aperitif with a design that embodies an art deco sun-soaked sophistication. 

● Eight Oaks – A farm distillery project celebrating craftsmanship from grain to glass, including a premium RTD cocktail lineup.

● Honey Hunter – A one-of-a-kind rum, distilled at high elevation in Nepal, with packaging as adventurous as its origin story.

Rue De Rêve

Honey Hunter

What do you love most about designing and the design community?

Design is the perfect blend of storytelling, artistry, and problem-solving. It has the power to shift perceptions, create emotional connections, and transform the way people experience a brand.

What makes the design community so inspiring is the shared passion for pushing boundaries and the endless journey of discovering, inventing and reinventing original ideas. The best ideas come from a place of curiosity—challenging conventions, exploring new materials, and experimenting with what’s possible. It’s that relentless pursuit that keeps us excited about what we do every day.

What is your message to young designers or students who are entering the design world?

Stay curious, stay relentless, and always seek to design with meaningful intention.

Great design isn’t just about making something look good—it’s about solving problems, telling a story, and creating something that resonates. The strongest work comes from those who ask questions, challenge expectations, and push beyond the obvious. That’s how something truly distinctive can be created.

And don’t be afraid to take risks. The best ideas often come from stepping outside your comfort zone and embracing the unknown.

Eight Oaks

Finally, where do you see the agency heading next? What is the future for Makers & Allies?

The future is about evolution—creatively, strategically, and in how brands connect with people.

We’ll continue to push ourselves to elevate everything we do in beverage branding, integrating emerging technologies, sustainability, and experiential storytelling to redefine what’s possible even beyond the bottle. The next era of brand-building goes beyond the shelf—it’s about interactive experiences and a sense of connection that consumers want to be part of.

Casa Obsidiana is a perfect example of what happens when design, artistic expression, rich culture, and innovative technology all come together, and that’s the kind of work we’ll continue to champion. At the end of the day, our goal remains the same: to create brands that don’t just exist, but distinctly stand apart.

Find out more about Makers & Allies here , and get involved with the 2025 competition for a chance to be a Platinum Award winner!

More on Garrett Deiter | Makers & Allies' Founder & CEO

Garrett is the Founder & CEO of Makers & Allies, an award-winning design and branding studio specializing in the spirits and beverage industry. With over a decade of experience driving millions of case sales through design, he leads a creative team dedicated to building distinctive brands and designing standout packaging that commands attention on the shelf.