Dead Of Night Branding

Branding strategy, graphics, design and packaging : Jennifer White

Agency: MJD Interactive

Awards : Gold Addy's Award, People's Choice Award

Los Angeles start up distillery Dead Of Night came to me with a name, but needed a brand and packaging for their new line of rum and gin to entice investors and to sell into stores. I wanted to set the new brand up for success, and provided a brand strategy to support packaging design decisions including the craft cocktail target audience and a competitor audit to discover their brand's unique differentiator. This included telling their story of harvesting local ingredients from the Los Angeles foothills by day, and creating hand crafted  spirits in a Los Angeles warehouse by night. The name Dead Of Night conjured up traditional farming folklore, which helped me create names, product copy, marketing materials such as recipes, and iconography for the future collection of spirit offerings. The brand visuals, storytelling, target audience, strategy resonated with fans and won two American Advertising Awards in 2017, Gold and People's Choice.