Inspired by the circa 1880 landmark building in Etna, California, co-founders Sparrow Tang & Cole Laustalot opened Denny Bar Co. Distillery & Restaurant.

The history of Denny Bar Co. dates back to 1896 when A.H. Denny acquired the building, forming the Denny Bar & Parker Co. He also acted as a Wells Fargo agent, a Justice of the Peace, and was instrumental in establishing Etna’s first bank, the Etna Library and, of course, the Denny Bar Company. In 1900, the business was incorporated under the name “Denny Bar Co.”, and became part of the first chain of retail stores in California, boasting a total of 9 stores throughout Northern California.

“We had a lot of interesting facts to work with when we developed the branding of the facility and product line. Keeping in mind that all the products would fall under a branded house category, we found 2 stock bottles that would complement both the clear and brown products. On the rear side of both bottle shapes is a screen printed map that displays the original State of Jefferson territory and shows a man panning for gold during the gold rush days. A custom die-cut paper label, which clearly displays the Denny Bar Co. brand icon, is used for all the products. Each product type is clearly differentiated through the use of color, icons and fonts. Finally, we developed a first-of-its-kind capsule that has a working compass embedded in top of the wood bartop cork.” says Dan Matauch, principal of Flowdesign.