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.