- Integrity Spirits
Three Brands Created at ID Branding
- Integrity Spirits came to us with three killer recipes and one good product name (Trillium Absinthe), along with their company name. And a business plan. And the need to get labels designed and approved before they could even start distilling. In other words, they were in a very big hurry.So we got pretty guerilla about creating their brand strategy and talking to their audiences. And pretty quickly we had names for their gin and vodka, along with a brand position that leveraged the explosive cool factor of Portland, Oregon, which was where this craft distillery was going to operate.
- The overall plan was to not bundle the spirits brands under one master brand, but to let each one go out into the world on its own. That's the way premium and super-premium liquor was successful. And each brand had different audiences, anyway, so each one needed a different look and feel and basic message, even though they all tied together nice and neatly when you got interested in the parent brand. Each spirit represented a different aspect of the eclectic and somewhat bohemian nature of Portland as well.Oh, and Integrity Spirits had no marketing budget apart from the packaging.
So each packaging concept had to have its own unfolding engagement with its audience. 12 Bridges Gin, for instance, would feature the 12 bridges of Portland over time, encouraging people to collect them all.
- Lovejoy Vodka was released with four different label designs at once, giving shoppers a choice based on either their mood at the time or the aesthetic of the person they were buying it for. It also stopped people at the shelf as they noticed the different labels on apparently the same product. It was also a bit more club-scene cocktail culture-looking than its more elegant gin sibling.
And Trillium Absinthe, well, it's ongoing appeal would be that it was only the second absinthe made in America sine the ban of 1912. The packaging needed to stand apart and yet scream authentic absinthe, since the single biggest question at its release was, "Is this real absinthe?"
My role: executive creative director, copywriter