Challenge
Break through a crowded RTD category and attract a broad consumer base united in psychographics.
Solution
Together with the Boston Beer Company, we developed a brand identity grounded in bold contradictions—playing up the duality between indulgent, sinful flavor and sinless reasons to believe. This notion came to life through the halo icon with devil horns, and by balancing custom fruit illustrations with the clean, black and white brand badge. We introduced a playful tone of voice with a dash of mischief that acted to round out Sinless Spirits’ shining, function-forward claims. A cocktail so indulgent, you’ll swear it’s a sin.
