Ambition
44º North® set out to create an authentic, Idaho-based vodka brand with the pioneering spirit to grow and evolve into new product extensions—and all 50 states.
44º North® Vodka Brand Strategy & Design
Idea
The spirit industry has changed. Over-processed neutral spirit brands have given way to independent, handcrafted spirit makers.
Drake Cooper created a comprehensive brand identity for 44º North® to drive communications in a unified approach across all mediums. The 44º North® brand was built on the idea of “North of Center”—a defiantly optimistic outlook that is both above the mainstream and far from the middle of the road. This brand idea brings together the boot-strapped origins of the brand’s early days and the rugged authenticity of a refreshingly direct innovator in the category.
We positioned 44° North® Vodka as “Idaho Made Vodka” to distinguish it from the mainstream vodka brands and the boutique, one-off craft vodkas. This allows 44° North® Vodka to be rooted in the best of Idaho agriculture and take consumers from the candy shop to the farmer’s market.
From identity and packaging to collateral and advertising, we’ve developed effective marketing built on a solid foundation that generates excitement for new products.
What We Did
- Campaign Planning™
- Branding
- Messaging
- Packaging
- Advertising
- Photography
- Video
- UX
The Results
Mountain Huckleberry Vodka is the #1 selling flavored vodka in Idaho by volume
The Original Mountain Huckleberry Lemonade Vodka Cocktail is the #1 RTD beverage in Idaho
Successfully launched two new expressions; Sunnyslope Nectarine and Hagerman Watermelon Vodka
Successfully launched four ready-to-drink (RTD) expressions; The Original Mountain Huckleberry Lemonade Vodka Cocktail and The Original Mountain Huckleberry Vodka Seltzer, Alpine Mist Vodka Cocktail, and Mountain Berry Punch Vodka Cocktail.