SPIRITS OF ST. LOUIS BRANDING
Spirits of St. Louis is owned by the same family as Square One Brewery however the owners were looking to expand the brand to stand out on its own. Spirits of St. Louis is a distillery brand that focuses on whiskey and other liquor and was named as a play on words after “Spirit of St. Louis”, Charles Lindbergh’s airplane that he flew on his famous flight to Paris. When designing this brand it was important to emphasize that there was a distinct difference between the already established Square One brand. Therefore the whole point of inspiration for the brand design was what inspired the name in the first place: aviation. This brand has a high focus on photography and a completely new color scheme to aid in further distinguishing it from the Square One brand.
In working with an expanding business it is important to examine all possible opportunities, even those that the business owners themselves may not have thought of yet. These Whiskey To-Go Kits are developed to incorporate all necessary supplies and ingrediants to create some of the most classic drinks on the go. Whether as a present or for someone who is an avid travel themselves this is the perfect opportunity for the Spirits brand to continue to expand.
These kits contain enough for two drinks including a carrying case, a recipe card, a spoon for mixing, two mini bottles of whiskey/liquor, two packets of sugar, and a bottle of the other ingrediant varying according to the receipe chosen. These kits are designed utilizing the same color pallet and style as the rest of the branding but incorporate illustration which provides them a unique feel.
Along with designing the To-Go Kits the labels of three liquors were remade to better incorporate the businesses's theme. The J.J. Neukomm focuses on the construction of the airplane - featuring blueprints. Vermont Night maps the path that Lindberg's flight took over the Atlantic. The Hopskey centers around a traditional, no frills whiskey that is focused on tasted. The packaging of all features newspaper articles from the day Lindberg crossed the Atlantic.
All packaging is centered around the flight of Lindbergh and was designed with the intention of coordinating and adding layers to the story. Even the tag label replicates a vintage luggage tag featuring France as the destination, the year of Lindbergh’s flight, and a message from the owners. When all of the packaging is displayed together the looks coordinate - portraying a vintage handcrafted look inspired by a classic moment in aviation history.
The feature colors of this design are red and blue with accents of yellow, with the first two colors acting as a nod to both the American and French flags - the two contries involved in the famous flight. In order to seperate the two categories within the Spirts business, distribution to grocery stores or restaurants, the stationary was designed in both colors for easy organization. Similary, the evelopes have mirrored designs in both blue and red although only the red design is featured. The photography featured on the back of the stationary was one of the primary inspirations for the rest of the designs.
The Spirits of St. Louis business cards would be the traditional shape and size with the back of the business card being a collage of the images and text. Limiting the cards to one color aids in creating a cohesive design focused on controlled chaos. By carrying a sliver of the design on the back to the front it ties the two together and adds some interest beyond simply just featuring the text and the logo. These business cards also act as a unique statement that will catch the holder’s eye and employ them to take a closer look.
Spirits of St. Louis brand would also have custom coasters which could be distributed to all pairing restaurants as an additional form of advertisment and brand promotion. Two differnet images dealing with the Spirt of St. Louis flight would be incorporated into the coaster variations and there would be several different variations of the blue, yellow, and red feature design colors.