If you already make beautiful bottles destined for the bar cart hall of fame, who’s to say that you can’t launch your own brand? Of course, brand building is one thing, but launching your own spirit is a much larger endeavor.

Design studio Nihilo recently launched its own rum, Esther, from the ground up. Lucky for them, they already had some experience in the founding game.

No stranger to premium spirits, Nihilo recently designed the packaging and brand identity for Casa Malka. The compelling and artful execution for that tequila brand shows a balance of opulent exuberance and subtle restraint. That design and craftsmanship set a high bar for Esther, and Nihilo certainly meets it despite, or perhaps because, it is holding complete control over the rum. However, that prior experience with Casa Malka helped guide them in bringing their new brand to market.