Whiskey Tribe

RETAIL BRAND DESIGN & STRATEGY

CLIENT //

Whiskey Tribe, Coffee Tribe

INDUSTRY //

Whiskey & Coffee Accessories

OBJECTIVE //

Develop a retail brand identity and brand collateral for Whiskey Tribe—a new retail company selling whiskey related products such as whiskey stones, flasks and whiskey aging kits. Sub-brand Coffee Tribe aims to produce coffee related accessories and gifts.

BACKGROUND//

Whiskey Tribe is a new company that will sell whiskey & coffee products in the medium to high-end range, with prices between $10-$50. The first product SKU will be whiskey stones, sold in a wooden box with the logo hot-stamped onto the wood. Additional SKUs will be added to the product range at a later date.

UNDERSTANDING THE AUDIENCE

To craft a retail brand that engages a target audience it’s vital to understand that audience first. We use industry research, competitor analysis and insights from customer data to fuel each brand strategy – which begins with the areas below.

MISSION

To provide a better way to enjoy whiskey and forge a community of whiskey enthusiasts.

TARGET MARKET

Millennial whiskey enthusiasts with elevated whiskey tastes.

CUSTOMER EXPERIENCE

Whiskey Tribe aims to give a sense of belonging to a select group of whiskey enthusiasts.

BRAND POSITIONING & STRATEGY

Whiskey Tribe’s brand values set the tone for the visual brand and for the customer’s brand experience. They were developed to reflect the target market’s values and desire to seek out new adventures in whiskey. 

 

AREAS OF FOCUS

ACCESSORIES

High quality products that enhance the whiskey drinking experience and promotes an enthusiastic lifestyle for whiskey craft and history.

CRAFTSMANSHIP

Support for the crafting and aging of whiskey at home, along with the encouragement of well-designed whiskey and whiskey products.

COMMUNITY

A community/club for whiskey enthusiasts to connect while expanding their knowledge and interest for whiskey craft and history.

BRAND VALUES

ADVENTUROUS

We believe life, business and whiskey is an adventure to be explored.

KNOWLEDGABLE

We aim to educate our customers on how to better enjoy their whiskey.

STYLISH

We promote whiskey appreciation as stylish, not stale.

MODERN

We aim to forge new traditions in the world of whiskey.

INNOVATIVE

We seek out new products and new ways to enjoy whiskey.

SOCIAL

We believe the enjoyment of whiskey should be shared.

THE LOGO

Strong logos embody a brand’s values and communicate with customers using a visual language. The descriptions below detail how this logo was crafted to meet the brand values and mission.

Logomark uses primitive, tribal-inspired lines to form a monogram. Clean lines are culturally ambivalent and are aesthetically modern, trendy and unique.

Modern, clean typeface is stylish, masculine and ties in with the geometric logomark in a balanced, trend-setting way.

Strong, historic serif typeface balances out the modernity of the typeface used above it and reflects the rugged, pioneering history behind whiskey.

COLORS & PATTERNS

Whiskey Tribe’s Color Palette was developed in bold tones inspired by the rugged outdoors. The palette conjures imagery of untamed wilderness and tribal “togetherness” in hues that are also masculine, modern and heavy in richness.

The patterns and graphic elements for Whiskey Tribe were created to balance out the ruggedness of the color palette. Using clean, thin lines, the patterns and graphics provide a contemporary interpretation of tribal-like shapes and patterns.

whiskey tribe patterns and color palette by Pretty Lethal Designs

STATIONARY DESIGN

The brand’s stationary design uses clean layouts with generous use of the rich color palette to create bold and modern designs.

whiskey tribe brand stationary by Pretty Lethal Designs

COFFEE TRIBE

Whiskey Tribe’s sub-brand, Coffee Tribe, needed an identity that followed suit to the main brand. Continuing with the geometric formation of the monogram, Coffee Tribe’s logo uses a simple line formation of the C initial in place of the W while keeping the rest of the Whiskey Tribe logo. Fonts, colors and patterns carry over to Coffee Tribe to be used interchangeably, however, to create differentiation, Coffee Tribe’s main colors are “Midnight” and “Embers”.

Coffee branding by Pretty Lethal Designs

JEALOUS?

No need! There’s plenty of good branding to go around!

If you think a retail brand approach like this could be helpful for your business, don’t be shy. Contact us for a free 30 minute consultation.

A 30 MINUTE CONSULT. ON US.