Straightaway Cocktails
Straightaway Cocktails began as a local boutique tasting room before rapidly expanding their innovative, ready-to-drink canned cocktails. Crafted with locally-sourced ingredients from regional distilleries, they've established a distinctive presence in the premium beverage market. Their growth has led to experiential tasting rooms, specialized cocktail classes for connoisseurs, and their signature small-format cans now being served on select airlines.
Challenge
Growth-Design Imbalance: While Straightaway experienced exponential growth and focused on production and expansion, their promotional materials and interior design elements required significant attention.
Brand Consistency Need: Existing branding guidelines needed thoughtful application across new touchpoints during rapid expansion.
Visual Identity Gap: The high-quality product experience wasn't fully reflected in all customer-facing materials and environments.
Process
Comprehensive Discovery: Conducted in-depth sessions to thoroughly understand the product portfolio and target audience demographics. Leveraged the brand's art deco streamlined illustrations from product packaging as foundational design elements.
Brand Immersion: Developed deep familiarity with existing brand guidelines and necessary design assets.
Contextual Analysis: Researched appropriate applications and contexts for various design styles that could flex across multiple touchpoints while maintaining brand integrity.
Solution
Environmental Brand Extensions: Expanded the brand identity throughout tasting rooms with carefully crafted visual communications.
Premium Promotional Materials: Designed sophisticated promotional posters that authentically represented the high-end product line.
Event Experience Design: Created cohesive pop-up tasting booth materials including custom menus and special event promotions.
Internal Brand Alignment: Developed professional business cards, comprehensive sales materials, and award-highlighting brochures that showcased the product's competition success.
Results
Enhanced Market Perception: Significantly strengthened brand recognition through consistent, premium visual communications.
Audience Expansion: Attracted a more diverse clientele through sophisticated design that communicated product quality.
Brand Guideline Fidelity: Maintained strict adherence to established guidelines while extending them to new applications.
Target Demographic Resonance: Developed materials that specifically appealed to desired customer segments, reinforcing the premium nature of the product line.