When Dry Fly Distilling approached Seattle-based HL2 for help creating its brand (logo, packaging, business collateral, Web site), there was no shortage of “helpers,” especially for the research phase. Inspired by a mutual love of fly fishing and the natural beauty of the Pacific Northwest, Dry Fly Distilling owners Don Poffenroth and Kent Fleischmann knew they had created something great—a premium brand of spirits, made only from the purest, locally grown ingredients. The challenge lay in communicating Dry Fly’s handcrafted, small-batch feel and making it distinctive and recognizable, even from across a room. In addition, the design needed to translate successfully across all communication. Currently, Dry Fly's whiskey is aging in its barrels and won’t be ready until late 2009, but the vodka and gin are available throughout Washington state.