Working with Stag & Hare, a boutique design firm in SOHO New York, I helped create a strategy designed to get women to drink and purchase Whiskey. 

Stag & Hare completed an analysis of Campari’s complete line of liquor brands and discovered females were not as inclined to drink nor purchase whiskey as readily as men. Campari, owner of Wild Turkey and other international whiskey brands, was interested in changing that statistic. 

Our first objective was to assess who our drinkers were and then break those categories down into four specific arrays of drinking archetypes. Several event concepts were created to entice women to come out and learn about the world of whiskey. Food truck tastings, high-end lounges and social clubs were all drawn on with this focus in mind, leading us back into the four main archetypes. 

From non-drinkers to women who drink regularly these events would help to de-mystify a liquor that throughout history has been considered a masculine libation. 

These are logos & marks that I've created for various clients and firms from 2003-present.