Building a brand that's building an industry
Carving out a new industry niche to help people live freely, forward-thinking beverage brand Darby & Son™ needed a brand that felt as fresh and free as they are.
The Challenges
The mocktail industry, which was previously a side show to alcoholic beverages, has seen significant growth in the last decade due to the fitness and mindfulness revolution. Darby and Son™ aimed to position themselves as a top contender in this emerging market. They needed brand development, go-to-market messaging, and visual identity on a shortened timeline, necessitating a rapid yet effective approach.
Brand Strategy
We began with a strategy session that revealed the founder's personal story of overcoming addiction, emphasizing a narrative of liberty and overcoming adversity. The brand needed to be bold, challenge the status quo, and inspire an approachable, inclusive vibe. The goal was not only to establish Darby & Son™ as a leader in the mocktail industry but also to help build the market itself by making mocktails feel cool and elevated.
Brand Messaging
Our messaging straddled the line between elevating the brand and normalizing the concept of mocktails. The tagline, "The Drink without the Drunk," was crafted to be quick, witty, and explanatory, helping to normalize and promote non-alcoholic beverages in a fun, light-hearted manner.
Visual Identity
The logo was designed to be elevated and sleek while maintaining a cool, approachable appearance. The torch symbolized the biblical story of Gideon, reflecting the founders' vision of overcoming adversity with non-conformative methods. The wings represented freedom and a higher perspective, aligning with the brand's narrative of liberty. Custom illustrations were created for each drink, and the can designs were meticulously crafted in collaboration with San Francisco-based package developer Power Brands. The designs combined inviting colors with bold, masculine fonts to appeal to both men and women, ensuring the product's broad appeal.
Process and Production
This project was executed using our Outpour Brand Intensive™ model, delivering brand strategy, messaging, and visual identity within two weeks. The intensive model facilitated a whirlwind process that consistently exceeded both our and our customers' expectations. The brand development was a fully remote collaboration, demonstrating the efficiency and effectiveness of our streamlined approach.
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BrandDive™
The BrandDive™ is a deep dive into your business - where you are, where you’ve been, and where you want to go. We then share what your “Big-Time Brand Opportunity” is and build you a plan that details what you need to start, stop, and keep doing to achieve it.
Strategy, messaging & stylescape
Following the BrandDive, we build a synthesis that summarizes all of the findings and insights from the session. Based on our collaborative strategy, we present the messaging and a stylescape that establishes the visual direction that will connect most effectively with your target markets and help you outshine your competition.
Brand Package Delivery
Upon approval, we build and deliver your ideal branding package which includes your brand playbook, logos, colors, fonts, and any associated supporting graphics. We also include a short intro video that explains file locations and file types and gives guidelines on which kinds of files to send to designers/printers as you are in the process of building your company.
Build out deliverables
If the BrandSoak™ or BrandImmersion™ packages are selected, at this point we build out the associated deliverables as needed and then you get to launch your newly developed brand out into the wild and we get to watch you grow!
Get in touch
Ready to get started? Book your 15 minute fit call.
We have 3 price buckets that can be customized to fit your needs. The packages are $15,000, $20,000 and $25,000.
We know your time is precious and so is ours. Because of this, we get it done in 1 to 2 weeks depending on your needs.
Because we only work with one client at a time. This cuts out all the extra administration and email loops and allows us to get it done asap.
We build and deliver one full visual identity (ex. a logo suite containing 3 to 5 primary and secondary logos, colors, typography, supporting patterns etc.). Because our brands are built on strategy, much of the subjectivity and guesswork is removed from the process.
Book a fifteen minute fit call. We will quickly chat to see if we’re a good fit to work together and if we are, we will send you a link to book your BrandDive!
It’s a fifteen minute call where we just make sure we are a good fit to work together. If we’re not we will do our best to point you to someone who is.
