Comminicating with customers in a familiar tone was key.
Harlem Spirit are a brand which encompasses both quality and culture. Their fine American whiskeys are set apart from the competition and typically appeal to working men with a cultured palette. Their identity required a human touch with a splash of quality and street spirit.
Research told me that the market were keen to explore alternative beverages but often felt overwhelmed by the more typical offerings found behind local bars and in stores. Through building an identity, bottle designs and careful advertising we were able to engage with their customer base at a comfortable level, establish a relationship with the market and drive sales.