DuNord Social Spirits
When branding is a necessary evil in order to do good.
Category: Alcohol • BIPoC-owned • Cause
Services: Brand Strategy • Story
Brand strategy: Julie Kucinski
Design: Werner Design Werks
The situation
After the George Floyd unrest, this quirky, black-owned distillery was thrust onto a big stage and a far bigger mission: Diversify the industry and develop opportunity within the Black community. A rebrand was needed and backed by Brown Foreman. But the team was ambivalent on branding and the America’s First Black Distillery mantle.
The strategy
Work closely with the internal team to reflect their values and avoid anything that screamed “marketing.”
Key ideas:
Real Good Booze
Our work revealed the brand had to hold 2 different truths. One, the original merry band of truly diverse misfits that worked to make good booze and a welcome vibe. Two, a national player that could invite serious tasters, mission-driven consumers and Black folks to the same party. By working to reflect the founder’s voice to hone in on key values and signifiers, while making the tasting notes and quality more accessible to all, we balanced power, flavor and purpose. We balanced street, stage and shelf.
