The project goal was to rebrand Sub Rosa, a company distilling and bottling spirits in Portland, Oregon.
Mike Sherwood, the owner of Sub Rosa, currently bottles two infused vodkas: saffron and tarragon. Soon he will begin bottling gin and liqueurs. His goal was to rebrand the existing packaging to allow for easy growth within the brand family and to increase sales for the existing products. Homeowners and bartenders are his biggest clients, so their values needed to be closely considered.
I created new names and labels for each vodka based on the meaning and implications of saffron, tarragon, and Sub Rosa. ‘Sub Rosa’ is meant to be secret and clandestine, it is a familiar term within secret societies, meaning “under the rose,” recited as a pledge of secrecy amongst its members. By partaking in these vodkas, you become part of the cadre. In this vain, I named both vodkas to have their own unique and covert identity. With this in mind, I gave each infusion its own subversive name inspired by their complex ingredients.
The tarragon flavored vodka is named ‘7th Circuit’ representing a winding labyrinth whose twists and turns can disorient those who are not worthy. The saffron flavor is named ‘Naked Lady’ after the nickname of saffron’s poisonous and often confused cousin: the Meadow Saffron, to which there is no antidote.
Through this rebranding, I was able to improve the existing assets and packaging while staying true to the rich history of the brand. By adding a story to each infusion the products will inspire greater intrigue for the target market.
Skills + Tools:
- Hand rendering
- Affinity for savory cocktails