Create a comprehensive new identity for Hotel Tango, the nation's first combat-disabled, veteran-owned distillery.
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.
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.