Re-brand Final ProjectAlexandra Hill & Tate Swanson

TABLE OF CONTENTS

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Client Profile 3

Creative Brief 4

SWOT Analysis 5

Expanded Target Market 6-7

Mood & Texture 8

Competitor Analysis 9

Style Guide 10

Logo Design 11

Print Ad 12

Media & Merchandise 13

CLIENT PROFILEAbout the Company: Tito’s Handmade Vodka is produced in Austin at Texas’ oldest legal distillery. They make it in smaller batches, using old-fashioned pot stills, and taste-test every batch. The process used to create each bottle of Tito’s is highly specialized, requiring more skill and effort than other vod-kas. Tito’s has been selling Vodka since April of 1997. Their product is rated one of the highest per Vodkas as well as most economical. Mission, Vision, Goals:Tito’s Vodka strives to be the leading quality craft vodka, while maintaining the authentic princi-ples by which it was originally founded upon.

Target Audience: Tito’s Vodka is currently targeting country men ranging from 28-40 years old. These men prefer craft cocktails, sit at the middle of the corporate ladder and are smart with their money. Industry: Liquor—specifically vodka.Strengths and Core Competencies: Craft VodkaEmerging productGluten FreeBetter quality, Better tasteAppeals to cocktail market

Products/Services: Tito’s VodkaTone/Current Design Style used:Tito’s handmade vodka’s current design is boring, manly and really nothing special. Based on the research we conducted, we found that Tito decided to cut corners on costs when design was considered—choosing to spend money only on the quality of Vodka.

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CREATIVE BRIEFBackground/Overview:After considering our client profile we have discovered a large gap in branding creativity. We think that by redirecting the branding used on Tito’s vodka, we will be able to expand the target audience of Tito’s.

Unique Selling Proposition:Good RatingsCraft VodkaGluten FreeTastes smoother than competitors

Objective/purpose/goals:Our overall goal is to increase the sales of Tito’s Vodka by 15% and to create consumer buzz by our new tar-get audience. We also want our new logo design to be visually intriguing and capture the attention of new audiences and current buyers alike.

Target Audience: 21-30 year old Male + FemalesHipster-ProfessionalsEntry-Mid level job positionsSalary: 28,000-50,000

Visual Appearance Words:Intriguing, bold, valiant, color-coordinating, eye-catching.

Taglines:Straight up, Smooth VodkaPlain, but not plain

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SWOT ANALYSISStrengths: Good Ratings

Distilled 6 Times80 Proof—40% Alcohol

High QualityEconomicalGluten Free

Weaknesses:Inconsistent Branding

Not well knownNot targeted for women

Opportunities:Target market expansion

Craft-cocktail scene is growing

Threats:Well known competitors

Too segmented of a market Branding less attention grabbing compared to other liquors

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EXPANDED TARGET MARKET

Income Level: 40,000

Social Class: Business-hipster

Occupation: Coffee shop owner (the next kookaburra)

Education: Baylor University

Marital Status: Single

Hobbies: Drinking, Nightlife, enjoying the music scene, photography, lacrosse, making coffee.

Mini-Bio: Peter is the owner of Arubakook coffee shop. In his free time he enjoys playing lacrosse with his peers and attending Baylor alumni events—specifically for his brotherhood at Sigma Chi (k-Hi) and cheering on the various sports teams. His most prized possession is his vintage copper French press that was made by a local artisan and former brother from SC.

PETER, 26AUSTIN, TX

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EXPANDED TARGET MARKET

Income Level: 32,500

Social Class: Business-hipster

Occupation: Soundboard operator at Triple Pop record label

Education: Wade College

Marital Status: Single

Hobbies: Drinking, Nightlife, enjoying the music scene, singing, painting, plays piano

Mini-Bio: Mikayla, Miki for short enjoys kickin it back watching How I Met Your Mother with her boy roommates and her cat Filipe. Her interest in music keeps her busy during the day as well as getting back stage passes to watch concerts practically every night. She has a problem separating work from play—which means she usually brings along her friends for fun nights out. Miki is putting in the extra hours now, in order to build relationships within the music industry in hopes of one day beginning her own record label.

MIKAYLA, 25AUSTIN, TX

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MOOD BOARD

TEXTURES

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COMPETITOR ANALYSIS

Grey Goose Smirnoff Ciroc Absolute

All of Tito’s competitors have been in the industry from an extended amount of time compared to Tito. Due to this, they all have a well founded customer base that is typically brand loyal. Each of these companies have well defined brand identities and are highly advertised. Current trends in

the vodka market point towards small batch distilleries specializing in craft cocktails.

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STYLE GUIDER: 35G: 31B: 32

R: 138G: 210B: 211

R: 136G: 138B: 135

R: 255G: 255B: 255

C: 0M: 0Y: 0K: 100

C: 44.5M: 0Y: 18.99K: 0

C: 48.96M: 39.15Y: 42.32K: 4.61

C: 0M: 0Y: 0K: 0

Colors:

Fonts:WESTERN BANG BANG

Abel

SIZE 40 FOR LOGO, PRINT AD & RE-BRAND BOOKSIZE 30 USED IN EXPANDED TARGET MARKETONLY USED IN ALL CAPITAL LETTERS

SIZE 14 USED IN REBRAND BOOKSIZE 18 USED IN LOGO ALL CAPITALSCAPITALS & LOWERCASE USED IN RE-BRAND BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ&0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789

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LOGO DESIGN

AUSTIN, TEXAS

CRAFT VODKA

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789

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Classic Logo:

Shortened Logo:Color

Color

B & W

B & W

Logo Usage:The Tito’s logo can be used in a number of ways, both commercially and by the open-source community surrounding Tito’s brand. Please use the Tito’s logo (following the proper brand guidelines) to promote Tito’s on the web and in print. Following these guidelines will represent Tito’s brand to the best of its ability.

PRINT AD

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椀昀 礀漀甀 愀椀渀琀 搀爀椀渀欀椀渀 ᤠ礀漀甀 愀椀渀琀 琀栀椀渀欀椀渀ᤠ

䜀漀琀 吀椀琀漀ᤠ猀㼀

MEDIA & MERCHANDISE

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AUSTIN, TEXAS

CRAFT VODKA

Thank You & Cheers !