Hotel Tango Packaging

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Agency: Young & Laramore

Client: Hotel Tango Distillery

Designer: Young & Laramore; Derek Hulsey

Category: Print; Food & Beverage

Country: United States of America

Title: Hotel Tango Packaging

                
                        Agency
                        
                            Young & Laramore
                        
                        Client
                        
                            Hotel Tango Distillery
                        
                        Designer
                        
                            Young & Laramore
                        
                            Derek Hulsey
                        
                        Category
                        
                            Print
                        
                            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.