Allison Beer

Aspen Mulling Spices

  • role / concepting, graphic design, art direction, copywriting
  • agency / Little Jacket (2025)
  • creative director & copywriter / Roger Frank
  • renderings / House Studio
Aspen Mulling Spices are versatile spice blends that make it easy to add warm, nostalgic flavors to beverages and baked goods. With a rich history rooted in hospitality, the taste of Aspen evokes a time when life moved a little slower, encouraging consumers to linger longer among friends new and old.

However, the existing branding for Aspen was dated, cluttered, and sorely in need of a refresh. We helped clarify and align the entire Aspen brand—from positioning to packaging—taking inspiration from old-school, mid-century modern style and vintage signage. 

The client envisioned a new brand that embodied “classic nostalgia” but still felt modern and relevant. We pursued a type-driven visual identity, creating confident, strong lockups with a clean, industrial vintage-inspired font legible at sizes both big and small. Aspen’s existing color palette was also punched up to be bolder—more candy-apple red than dusty brick. 

Overall, the new identity is simple yet striking, giving Aspen a much more distinctive and up-to-date presence on the shelves of small markets, shops, and farm stands—and earning praise from old and new customers alike.
Lettering on the Aspen Lumber Company Building, built circa 1882 at 100 West Cooper Street, Aspen, CO.

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