Shop by day, distillery underneath, De Moor has always lived in two places at once, and it never asked us to pick one. Generations sit side by side here: tradition doing the heavy lifting, modernity keeping it honest. We built the identity around that: a double M, mirrored, a circle for the D, colours lifted straight from the distillery's own pots. 

Then we redid the packaging for the gin, the advocaat and the liqueurs, each with its own world and the same red thread. And underneath it all, a very Belgian refusal to take any of it too seriously. This is Aalst, after all, carnival country.