StILLHOUSE BRAND STRATEGY

Stillhouse was a brand new to the Bacardi family, and they needed a tune-up. A liquor that comes in an oil can, the brand struggled with balancing an irreverent image with the refined taste its adventuring target appreciates. We built the new brand book and visual identity to relaunch the brand.

Thanks to my childhood spent dirtbiking, camping, cliff-jumping and more, I was excited to jump into the world of nature-loving thrill-seekers. A combination of experience and research into how that culture currently lives helped me clearly define the consumption occasions, cultural pillars, and tone that our target would get excited about.

Our final brand identity, Unbreakable Nation, was playfully rugged. We positioned Stillhouse as a companion for all of your adventures, no matter how wild, thanks to it being in a metal can rather than glass, and we used hand-drawn monochromatic illustrations to evoke field journals, wilderness, and the “maker” culture of our audience.