Belfour Spirits, from hockey great, Ed Belfour, distills top-shelf whiskey and bourbon infused with the spirit of champions. Inspired by the Art Deco era, the challenge was to develop a top-shelf brand that bucked the traditional marketing tropes of cigars, masculinity and drinking alone. Belfour spirits embodies celebration, close friends and individuality. Leading up to launch, we developed a packaging system, website, and sales & tradeshow materials.
With long-term plans to expand beyond whiskey and bourbon, a parent brand and logo needed to be created.
Belfour Spirits planned to launch with a three whiskeys and expand into bourbon. Developing a packaging system ensured flexibility in the brand as it grows starting with color analysis of competitor brands to build differentiation.
Two options for color families were presented. High-Rolling Metals used metallics with black an an anchor for a rich and Art Deco-inspired approach. Sipping in Luxury drew inspiration from Ed's former NHL teams to create a rich jewel-tone palette anchored by metallic gold.
The final packaging presented a unique bottle look complete with trophy topper shotglass for the limited edition bottle. The metallics tied to the Art Deco feel while giving the labels impact to stand out on the busy whiskey shelf at retailers.
The website helped define the attitude and tone of the company to embody the celebratory and all-inclusive spirit of the brand. In addition to designing concepts for the website, I worked closely with photographers to shoot product and team photos that fit the Art Deco feel of the brand.
The website home page features people enjoying whiskey in exciting settings as well as product information.
The website product page features the bottle in an Art Deco setting with all of the details about the product
Product sheets featured the Belfour story with product information including SKUs to help the sales team for retail placement.
Business card size promo cards allowed the Belfour team to hand out information to bar owners, retailers, customers and fans to help build awareness leading up to the launch.
For the brand launch event an email was sent to an exclusive list of guests inviting them to come out and get the first taste. The invite resulted in over 300 guests attending the exclusive event.
For in-store events featuring Ed, I created a backdrop and set of pop-up banners that framed the event area while also allowing for photo opportunities for Ed's eager fans.
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