
- Agency
- Young & Laramore
- Client
- Hotel Tango Distillery
- Designer
- Young & Laramore
- Derek Hulsey
- Category
- Food & Beverage
- Country
- United States of America
- Title
- Hotel Tango Packaging
- Agency
- Young & Laramore
- Client
- Hotel Tango Distillery
- Designer
- Young & Laramore
- Derek Hulsey
- Category
- Food & Beverage
- Country
- United States of America
- Title
- Hotel Tango Packaging
- Art Director
- Dan Shearin
- Writer
- Scott King
- Strategy Director
- Kari Peglar
- Production
- Jeff Durham
- Head Of Production
- Lynn Kendall
- Group Creative Director
- Bryan Judkins
- Executive Creative Director
- Carolyn Hadlock
- Design Firm
- Young & Laramore
- Chief Strategy Officer
- Thomas Denari
- Account Services
- Dave Theibert
- Sam Hanes
Assignment
Create a comprehensive new identity for Hotel Tango, the nation's first combat-disabled, veteran-owned distillery.
Approach
Our goal was to make something that respected Hotel Tango’s military roots, while still remaining broadly appealing to discerning drinkers. The packaging takes inspiration from military MRE’s (Meals, Ready-To-Eat), using the same no-nonsense (yet precise and thorough) approach to look and language. The ads and posters, similarly, 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.
Results
180% increase in January bottle sales YOY. State distribution increased from 4 states to 13 YOY. 68% increase in Sales across all Hotel Tango products in Indiana chain accounts (Kroger, Meijer, Costco, etc.). 111% increase in Total Cases Sold in Indiana in October 2019 vs. October 2018. 175% increase in Total Cases Sold in Indiana in November 2019 vs. November 2018.
Contact Information
- Company Name
- Young & Laramore
- Phone
- 317-264-8000
- chadlock@yandl.com
- Website
- yandl.com
- Address
- 407 Fulton St
Indianapolis, IN
46202