Our goal was to make something that respected the company’s military roots, while still remaining broadly appealing to discerning drinkers. We found our solution by emphasizing the discipline and high standards that Travis Barnes (HT’s founder) learned while serving in the Marines—and then channeled that message through an aesthetic and tone inspired by military MRE’s.
The print and outdoor pieces we created reflect this visual and verbal approach, and are designed to look as though they’ve come from a government-type bureaucracy—from the unique ID number on each, to the playfully flat-footed treatment of their purpose. Each element is there to reinforce the idea that this is a highly-vetted, government-issued item: something that will do the job it was designed for.
