Allison Rinaldi
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Virginia Spirits Rebrand
— Produced Work —

Virginia Spirits rebrand

------- Produced work -------
Challenge: Virginia Spirits is a non-profit association of craft distillers across the state of Virginia.
They came to us in need of a brand refresh.

New brand promise: Virginia Spirits is the gateway to a universe of endless exploration.
New strategy: Invite people to explore the endless universe of Virginia Spirits.

It was the winning rebrand and is currently in the process of being produced.

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The identity is inspired by Virginia’s vibrant landscape and the logo shape
refers to a droplet of a craft spirit.
Photo credit: Eliza Hadjis

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Logo Concept: The logo reverses to a pin point on a map to reference exploration.

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The new color palette is inspired by the unique Virginia landscape instead of colors of the spirits themselves, which is common in this category.

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The new logo will be printed on soft shirts.

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Bottles of Virginia Spirits will come with a mini booklet and a sticker.

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The typography is a mix of old and new styles, which parallels how the industry continues to change and grow.

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Icons of maker profiles highlight the individuals that pour their soul into every drop of craft spirits.

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Coasters are another fun place for the logo to live.

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People can collect the stickers and put them on the Explore Virginia Spirits Map.

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The map will show people all the distilleries across the state.
Once they've tried one, they can add a sticker to their map.

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Virginia Spirits will start a bottle club that people can join with their friends.
This will make more expensive spirits more accessible to all and encourage trial.

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Restaurants can stamp the logo next to menu items that use Virginia Spirits.

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Recipe cards will encourage people to try Virginia Spirits at home.

The website will reflect the new branding, and also feature a
digital, interactive version of the Explore Virginia Spirits map.

Virginia Spirits Team
Creative Brand Manager: Chelsea Sams
Strategist: Joe Bae
Strategist: Eliza Hadjis
Art Director: Allison Rinaldi
Copywriter: Tony Jorgenson
Experience Designer: Tyler King