Legacy Moving Forward: Fee Brothers Unveils Comprehensive Label Redesign for Syrups, Mixes, Brines, and Botanical Waters

"The industry continues to evolve and Fee Brothers does, too," said Jon Spacher, CEO and great-great-grandson of one of the founders. "We refreshed our labels so our timeless products will continue to connect with this generation's bartenders and baristas."

The goal was to create a cohesive look that provides easy shelf readability plus a modern aesthetic to carry the Fee Brothers' brand into the future. The project was conceptualized by Fee Brothers' marketing team at Agency 29. The company specializes in marketing within the food and beverage industry.

The team took a "modern throwback" approach and added new colors plus woodcut-style illustrations to the labels. "As we embarked on this project, we knew how important it was to maintain the classic legacy of the overall brand while also giving the labels a fresh, clean look," explained Maureen Ballatori, founder and CEO of Agency 29. "Our design team examined Fee Brothers' label archives and took inspiration from the vintage labels, including typography, illustrations, and color language. We then streamlined the logo usage to balance the company's diamond-shaped logo and the company name in script."

For the illustrations, the design team collaborated with Steven Noble of Steven Noble Illustrations. He is world-renowned for his hand-crafted, scratchboard technique, which can be found on labels of other iconic beverage brands like Espolón Tequila, Jack Daniel's, Kahlua, and Samuel Adams.

"The etchings and the screened colors really help maintain the 'traditional vintage' appeal, but also simplify the labels," explained Noble. "When the bottle is sitting on a shelf, you can see the specific ingredient from a distance. For example, you see blueberries on the blueberry syrup label and a bag of coffee beans for the coffee syrup," explained Noble.

Family-owned since 1864, Fee Brothers is highly respected for its portfolio of products for the cocktail industry. Their best-selling bar staples include Triple Sec and Blue Curacao, Grenadine and Sweetened Lime Juice, as well as Simple Syrup. In all, there are 70 new labels in production for bottles of syrups, mixes, brines, and botanical waters.

"Everything evolves over time, and our look has evolved with it," stated Spacher. "This update will also reinforce our brand legacy of exceptional craftsmanship and multiple generations of pride."

The newly-labeled products are currently in distribution and are already on display at many fine cocktail and coffee establishments. Due to varying worldwide delivery schedules, some products might not be in full use until mid-2026.