Spiritless

Spiritless is a Kentucky-based company started by working moms who were juggling busy schedules and full social lives. They created the first reverse-distilled non-alcoholic spirits made in the U.S. Wanting to stand out in a fast-growing category, the founders chose a bold, category-defining name and partnered with us to build an equally bold brand identity.

As the lead designer, I created the brand identity and system around the idea that non-alcoholic spirits let people say “yes” to more—whether that’s a drink with friends or an early hike with the kids the next morning. The confident yet playful visual approach helped give the stuffy image of classic spirits a modern edge.

It all started with bourbon and we’ve since helped add gin, tequila, and a collection of ready-to-drink cocktails.

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Designed at Franklyn
Art Direction: Michael Freimuth
Design and Illustration: Nana Nozaki
Photography: Sidney Bensimon