Viski

As the new creative director for Viski, it was evident upon my arrival that the barware brand lacked a strategic brand narrative and personality despite some success selling core items through Amazon and Total Wine. While mixologists had embraced Viski, the brand faced the challenge of becoming the definitive leader and standard within the community. My mandate was to elevate Viski into a sophisticated barware brand that could thrive in luxury digital and retail spaces.

 

Viski had strong core branding assets - premium products, a distinctive logo, and clarity on their target customer. To further resonate with this audience, I spearheaded a visual refresh utilizing minimal propping and evocative photography. This solution enabled us to elevate Viski's narrative across touch-points, creating captivating email campaigns, enhanced social storytelling, and stronger branding overall. The strategic photographic direction amplified Viski's ambitions through impactful visuals and a defined brand ethos.

 

The goal of this repositioning was to unlock Viski's potential as a premium barware brand that could command presence in previously inaccessible luxury retail environments. Since then, Viski has successfully expanded into retailers including Nordstrom, Dwell, Saks, and more.