Whiskey Tribe, Coffee Tribe
Whiskey & Coffee Accessories
Develop a brand identity and brand collateral for Whiskey Tribe—a new 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.
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.
To craft a brand that engages a target audience it’s vital to understand that audience first. I use industry research, competitor analysis and insights from customer data to fuel each brand strategy – which begins with the areas below.
To provide a better way to enjoy whiskey and forge a community of whiskey enthusiasts.
Millennial whiskey enthusiasts with elevated whiskey tastes.
Whiskey Tribe aims to give a sense of belonging to a select group of whiskey enthusiasts.
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.
High quality products that enhance the whiskey drinking experience and promotes an enthusiastic lifestyle for whiskey craft and history.
Support for the crafting and aging of whiskey at home, along with the encouragement of well-designed whiskey and whiskey products.
A community/club for whiskey enthusiasts to connect while expanding their knowledge and interest for whiskey craft and history.
We believe life, business and whiskey is an adventure to be explored.
We aim to educate our customers on how to better enjoy their whiskey.
We promote whiskey appreciation as stylish, not stale.
We aim to forge new traditions in the world of whiskey.
We seek out new products and new ways to enjoy whiskey.
We believe the enjoyment of whiskey should be shared.
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.
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.
The brand’s stationary design uses clean layouts with generous use of the rich color palette to create bold and modern designs.
While Whiskey Tribe’s primary packaging consists of wooden boxes with the logo hot-stamped on the top, these supplementary designs were created to provide direction for future packaging that may use typical printing methods. Bold use of color with clean layouts continues from the stationary designs while use of the patterns create a high-end luxurious look.
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”.