Black Collar Distillery

Brand direction, March 2020

open proposal

Current situation

Black Collar Distillery

Black Collar is a small independent distillery, located in the Bay of Islands, Far North of New Zealand. Devoted to produce honest and smooth spirits, made with natural ingredients in small batches.

Black Collar Values

For the love of it

Whatever you do, do it the love of it. Don't give in on happiness by settling with mediocrity. Following your heart puts an honest smile on your face, one that lasts.

Respect

Respect & Humble. Respect for you own authenticity, respect all others perspective > humble, modest, proud, confident, authentic, open

Inspire & support

Support those who are on their own journey. Inspire others to take the leap of faith and follow their heart.

Why, How & What?

People don't buy what we do, they join us for the reasons why we do it.

Why

We believe in the power of doing what you love, no matter what everybody else tells you to do. Stay true to yourself, follow your gut and don't fear to adapt when you feel the need to.

How

We set our own standards, cruise our own course, no concessions. Constantly improving and adapting to become a better version of ourselves.

What

We make honest spirits. Distilled in small batches to .. Natural ingredient and purest water, resulting authentic and smooth spirits.

Brand attributes

Customers

How can we describe our customers?

Supportive

Important

Honest

Feeling

What feeling do we trigger?

Composed

Energetic

Special

Impact

What impact do we have?

Caring

Different

Trusting

Culture

How would our community describe us?

Tempting

Genuine

Focussed

Voice

How does our personality sound?

Easy Going

Tempting

Trustworthy

Black Collar Distillery

Brand Direction - March 2020

Concluding

Melt's drive

What is the driving force behind Melt?

The Process

How does Melt manifest it's values?

Results in...

Resulting in what offering?

Additional

Something about consistency throughout all communication...

The need for professional copywriter, photography, staff uniforms, etc.

More soon ...

Deliverables

List of prioritised deliverables here...