Haus

Haus is a new low-alcohol aperitif created by Helena Price Hambrecht and Woody Hambrecht. The brand was launched in June 2019 along with their first drink, Citrus & Flower; the first batch sold out within a day. The identity was designed by Kelsey Lim at Gin Lane.

Haus is a direct-to-consumer beverage, and it is clear that pains were taken to make the ordering, shipping, and unboxing of the beverage just as much a part of the experience as actually drinking it.

The logo is set in Roslindale, customized with tighter spacing and a ligated u-s pair. Normally I would worry that a logo with high contrast would suffer at small sizes, but this logo is always large and in charge: it is the dominant design element on the bottle (where the H is 226pt tall!), not to mention the box, the printed editorial inserts, and the webpage.

As designer Kelsey Lim says about the type selection:

Similar to Roslindale, the inspiration for Haus has roots in Europe but has been reenvisioned for a new audience. We wanted the Haus brand to feel simultaneously modern and timeless—and Roslindale captures that duality. It’s both old and new, elegant but indisputably bold.

With Roslindale also in use for large headlines, GT America rounds out the identity. The Extended width is used for subheads, and the normal width is used for text.