In an effort to stand out from the competition, organic distillery Vikre, based in Minnesota, has collaborated with New York’s SMAKK creative agency to create a quirky and whimsical branding that encapsulates the spirit of their hometown, Duluth. Founders Emily and Joel Vikre have built a reputation for their distillery with its organic and waste-free production methods, as well as a dedication to using local resources.
Vikre’s Unique Branding Initiative
By partnering with SMAKK, they have developed a one-of-a-kind visual language that embraces the town’s historical roots, thriving arts scene, and the breathtaking scenery surrounding Lake Superior.
Aligning with an Eco-Conscious and Wellness-Focused Audience
SMAKK, renowned for its expertise in wellness marketing, design, and branding, set out to redefine Vikre’s brand, website, and product packaging. The result is a versatile and value-oriented strategy that targets younger consumers who prioritize sustainability, health, and wellbeing. With vibrant eco-friendly designs, educational content, and an interactive website, SMAKK effectively merged Vikre’s values into their new branding, generating a positive response and garnering loyalty from their target demographic.
Infusing Local Culture and Heritage into the Brand
The innovative branding showcases the lively community of Duluth, Vikre’s Scandinavian roots, and the founders’ distinct personalities. This combination of cultures and characters imparts a sense of warmth and familiarity that appeals to both residents and tourists alike and helps distinguish Vikre from other businesses in the region.
Packaging as an Extension of the Brand
Each of Vikre’s offerings is designed to embody its own distinctive character, utilizing bold messaging and a clear hierarchy of information to attract attention in stores. The visually engaging packaging encourages consumers to discover the various flavors offered, capturing their interest with striking color schemes and transparent labeling. This strategic approach not only adds to the visual appeal of the product but also ensures that customers can access the information needed to make educated purchasing decisions.
Embracing the Norwegian Concept of “Hygge”
Vikre’s redesigned brand incorporates the inviting and cozy feel of “hygge,” a Norwegian concept that promotes a sense of camaraderie, shared beverages, and community celebrations. By weaving elements of hygge into their design and overall brand experience, Vikre seeks to establish an environment where people can enjoy each other’s company over their favorite drinks. Focusing on communal celebrations and togetherness, the brand aims to resonate with consumers and offer a space for relaxation, connection, and the creation of lasting memories.
Championing Duluth Origins and Global Ambitions
By adopting this revitalized brand identity, Vikre aims to pay tribute to its Duluth origins while also establishing itself as a standout in the global spirits industry. By incorporating local flavors and sustainable practices, Vikre is carving out a unique niche in the international market. Their dedication to upholding tradition while embracing innovation positions them to attract discerning drinkers and influential industry insiders alike.
Vikre’s partnership with SMAKK to craft an eccentric and whimsical branding encapsulating the spirit of their hometown, Duluth, has proven to be a successful venture. By combining their eco-conscious ethos, commitment to celebrating the local region, and incorporating elements such as hygge into their visual language, Vikre resonates with a younger, sustainability-focused audience. This renewed branding allows Vikre to honor its roots while also breaking new ground in the highly competitive spirits market, both in the United States and the world beyond.
Frequently Asked Questions
What is Vikre’s Unique Branding Initiative?
Vikre’s Unique Branding Initiative is a collaboration between the organic distillery Vikre and the New York-based creative agency SMAKK. They aim to create a quirky and whimsical branding that encapsulates the spirit of Vikre’s hometown, Duluth, embracing its history, arts scene, and beautiful Lake Superior surroundings.
Why did Vikre collaborate with SMAKK?
Vikre collaborated with SMAKK to capitalize on their expertise in wellness marketing, design, and branding. The goal was to redefine Vikre’s brand, website, and product packaging in a way that resonates with a younger, sustainability-focused audience, aligning with their values of eco-friendliness and health-consciousness.
How does the new branding reflect local culture and heritage?
The innovative branding weaves elements of Duluth’s community, Vikre’s Scandinavian roots, and the founders’ personalities to create a sense of warmth and familiarity. This unique combination distinguishes Vikre from other businesses in the region and appeals to both locals and tourists alike.
How does Vikre’s packaging serve as an extension of their brand?
Vikre’s packaging design emphasizes bold messaging, striking color schemes, and transparent labeling to attract consumer attention and portray the unique character of each product offering. This approach reinforces the visual appeal and ensures customers have the information needed to make informed purchasing decisions.
How does the concept of “hygge” fit into Vikre’s branding?
The Norwegian concept of “hygge” promotes feelings of camaraderie, shared beverages, and community celebrations. By incorporating hygge into their brand experience, Vikre aims to create an environment where people can enjoy one another’s company over their favorite drinks, fostering connection, relaxation, and the creation of lasting memories.
How is Vikre’s renewed brand positioning them in the global spirits industry?
The revitalized brand identity allows Vikre to pay tribute to their Duluth origins while establishing a unique niche in the international market. By incorporating local flavors and sustainable practices into their offerings, they are well-positioned to attract discerning drinkers and influential industry insiders from around the world.
First Reported on: creativeboom.com
Featured Image Credit: Photo by fauxels; Pexels; Thank you!
