A Top-Tier Brand Strategy Campaign for WhistlePig
Challenge
WhistlePig, a Vermont-based distillery, crafted an exceptional whiskey but lacked the polished brand identity needed to compete in the premium spirits market. Despite its award-worthy product, its branding, digital presence, and marketing materials failed to reflect its high-end craftsmanship. Its outreach was limited, heavily relying on tasting booths at regional farmers' markets, with materials that lacked the sophistication required to attract luxury consumers. To break into the top-tier whiskey market, WhistlePig needed a refined brand strategy, an elevated digital presence, and storytelling that matched the quality of its product.
Approach
To better position WhistlePig as a high-end product, we upgraded their identity to match thier world-class quality. We started by refining their visual identity. This involved a slight but effective evolution of their logo and typography while enhancing their packaging to reflect their premium positioning. We then focused on their verbal identity, working together to hone an authentic tone of voice and craft a compelling brand narrative that would connect with both connoisseurs and casual consumers alike.
With the brand identity evolved, we focused on designing a new website to showcase a new and improved WhistlePig story. The site detailed the distillation process, the craftspeople behind the product, and the awards it had begun to receive. Video became a key part of our strategy, as we produced a series of profile films further connecting consumers to the company and the passion and expertise behind the products. These videos gave a face to the brand, bringing authenticity and credibility to their story.
Beyond digital efforts, we created an array of marketing and sales collateral—including photography, shelf talkers, promotional graphics, and print materials—to ensure that their presence in retail settings reinforced the same premium experience consumers would find in their bottles and now in their brand identity.
Results
WhistlePig’s brand identity now reflected the superior quality of its product, positioning it as a serious contender in the high-end spirits market. While we cannot take credit for the numerous industry accolades WhistlePig has earned—including a 96-point rating from Wine Enthusiast and recognition at the San Francisco World Spirits Competition—the ripple effects of our work contributed to successes we’re proud to have played a part in. Including:
Growth in media coverage and public recognition, with increased mentions in top-tier industry publications
Increases in website and social media engagement, curating a dedicated following of whiskey enthusiasts
A timeless brand identity that has remained a key part of WhistlePig’s recognition today, despite multiple ownership changes
Our work helped WhistlePig transition from a promising local startup to a recognized leader in the premium whiskey market. By building on the established brand identity, crafting a strategic brand narrative, and elevating their digital presence, we laid the groundwork for their long-term success.
