A category in need of reinvention

The cocktail bitters space has had little innovation or engaging brand development in it’s entire history. In US, the market leader had almost 80% of market share. Our client saw an opportunity to create a new brand with a superior liquid to the leading brand, and package the proposition in more engaging “clothes”. We were tasked with naming, positioning and creating the brands identity. A challenge we accepted with great excitement. This was a chance to create a brand that disrupted and engaged with a wider audience than ever before in this category. test word

When it came to designing and developing the website, we wanted to capture some of the playfulness the world BITTERTALES drew from it’s design world. We looked to using illustrative elements to bring a tongue in cheek approach to the product and the category. We captured a sense of play with the action of dashing cocktails with bitters. HOW DO YOU DASH? Was established as a brand engagement call, through encouraging consumers, and in particular bar tenders to show of their unique and some times wild dashing techniques. The site was animated to be interactive and always at play to catch users off guard and to help communicate the brand's story.

When it came to designing and developing the website, we wanted to capture some of the playfulness the world BITTERTALES drew from it’s design world. We looked to using illustrative elements to bring a tongue in cheek approach to the product and the category. We captured a sense of play with the action of dashing cocktails with bitters. HOW DO YOU DASH? Was established as a brand engagement call, through encouraging consumers, and in particula rbar tenders to show of their unique and some times wild dashing techniques. The site was animated to be interactive and always at play to catch users off guard and to help communicate the brands story.