May 21, 2024


Buzz The Music

SMAKK crafts quirky branding for Vikre, an organic and natural Minnesota distillery

The spirits market is at any time-keen to experiment with new practices for standing out on the shelf. And here is a entertaining instance from US craft distillery brand name Vikre. They’ve teamed up with New York resourceful company SMAKK to produce a touch of absurdity and a piece of their hometown of Duluth, Minnesota – a location recognized for its normal splendor and quirky men and women – to each purchaser.

Vikre was launched by Emily and Joel Vikre, a spouse and spouse crew whose method to spirits champions a triple bottom line: men and women, world, and prosperity. The corporation is known for producing a licensed natural, zero-squander system, developing bottle reuse and giveback plans, and sourcing components regionally, including wild botanicals, grains and h2o from the Lake Remarkable watershed.

SMAKK, in the meantime, is one particular of the major names in wellness internet marketing, design and branding, getting worked with and assisted start numerous buzzworthy brands, such as puppy wellness model FLOOF, standard Chinese Medicine supplement brand name NOOCI, sexual wellness standout Wild Flower and sustainable wipes innovator Active Co.

To create Vikre’s brand, web site and packaging, SMAKK utilised hints of surrealism to make a world that displays its lively Duluth local community and Nordic heritage. Its eclectic, values-based approach is made to appeal to more youthful people intrigued in sustainability, overall health and wellbeing.

Temporary and storytelling

Vikre needed to rethink its model to embrace its pure quirks. As they looked to increase from hometown hero to marketplace standout, they knew they essential to connect their singular features more obviously.

“Vikre wanted deeper model storytelling that would act as a springboard for a lot more countrywide distribution, brand name identify awareness and a cult adhering to,” explains SMAKK founder Katie Klencheski. “We really preferred their brand to reflect their story, individuality and, most importantly, a perception of position.

“These are men and women focused to doing things the correct way,” she carries on. “Not just the effortless way, across all aspects of the manufacturer — from sourcing to sustainability to their commitment to their workers and the expertise they give their consumers, the two in their tasting home and out in the wild. All of that desired to take centre stage.”

SMAKK also noticed a expanding development in the spirits field. “Men and women, especially youthful generations, are definitely targeted on moderation and making intentional alternatives in direction of better wellness and wellbeing,” describes Klencheski.

It intended it was crucial to showcase the special botanical components and flavour profiles that make Vikre’s spirits diverse, exciting, and something clients want to share with other individuals.

SMAKK proceeded to make approach, brand name improvement (like new id and messaging), as effectively as packaging and site redesign for Vikre. In the system, they integrated hints of surrealism to build a entire world of Vikre that reflects the lively Duluth group and its Nordic heritage.

Graphics and packaging

From the emblem to iconography to the retro-motivated suite of graphics, the id is prosperous with charm and eccentricity.

Collaged imagery referencing community sites (this sort of as Minnesota’s Temperance River), figures (together with a wild Norwegian grandmother) and components (these kinds of as pine and juniper berry), the identification represents Duluth and Vikre’s distilling practices though also setting up a solid narrative.

This approach extends to the bottle packaging. Each individual flavour will take on its very own distinctive persona, fantastic for standing out on the shelf with a clarity of information and a clear hierarchy of details.

Like a contemporary acquire on Norwegian “hygge” – a cosy, heat character of a place that feels intimate – Vikre’s new brand embodies the plan of cheerful gatherings, internet hosting get-togethers and offering drinks as an act of kindness shared amongst household and pals. It also demonstrates how a celebration of place can be a suggests to better tasting, better quality and clear items.

“From the commencing, we fell in appreciate with the vivid picture that Emily and Joel produced of Duluth as a uniquely quirky and eclectic purely natural haven,” says Katie. “Now, with its new branding, Vikre can embrace the vibrant community, eccentricities and values that are essential to the basis of its brand name ethos.

“Men and women are looking for that means, goal and link now additional than ever, and we are very pleased to partner with a spirits model offering that additional.”