In the crowded and ever-growing craft spirits market, SanTan Brewing Company had an opportunity to take a stand for something with a new product line under SanTan Craft Spirits called Sacred Stave—and Commit was tasked with capturing and translating this into a brand.
We conducted secondary research in support of a competitive analysis and understanding the target audience personas, which indicated the industry was growing due to a consumer-led shift in the desire to shop, eat and drink products that were not mass-produced. By using Arizona wine barrels and SanTan water in their distilling, Sacred Stave created a unique flavor profile that is purely Arizona and cannot be replicated. This process, complemented by the company’s rebel attitude, set the stage for a unique brand positioning that would own the category of superior craft spirits distilled from scratch. The brand pillars of rebellious, distinctive, communal and exceptional put a stake in the ground and invited like minded renegades to “Find Beauty in Chaos,” which became the tagline that would be printed on every bottle.
The spirits—and the resulting creative—were influenced by the punk counterculture with straightforward copy that took a stand. Commit developed unique bottle labels using a different color combination for each spirit, allowing them to be distinguished from one another while retaining the brand look. Further, the distribution boxes became free branding real estate; the logo was placed on each end of the box, while the sides were reserved for imagery and a quote that spoke to the brand’s renegade spirit.
Commit’s brand work earned a Gold ADDY Award from AAF Phoenix, the local branch of the American Advertising Federation.
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