Crafting A Distinct Brand Identity Ahead of Mutiny Island Vodka’s U.S. Market Launch
From Caribbean Shores to American Glasses: A Brand's Journey
The Challenge: Creating a Standout Brand Identity for Market Launch
Conceived in the U.S. Virgin Islands, Mutiny Island Vodka entered the spirits scene in 2017 with a unique island spirit made from tropical breadfruit and clean Caribbean rainwater. Things went well, and soon after, they were ready to take the brand to the next level and tackle the U.S. market. But they needed a stronger brand identity to really make a splash.
They wanted to share their story in a way that would create intrigue and excitement but lacked the necessary consumer insights. That's when Insight By Design stepped in to help.
Our Solution: Qualitative Workshops with Influencers & Bartenders
Using an immersive exploratory multi-phase approach, we tackled this brand identity project in three stages, each building on the last. First, we got spirits drinkers to keep digital diaries giving us a sneak peek into their world and relationship with the category before the market launch.
Next, we brought in pairs of friends to chat about potential brand stories. We got creative, exploring potential brand narratives and messaging options.
Finally, we hit Miami for an afternoon with some influential bartenders to provide a different perspective. During this on-premise workshop, these pros played around with the product, giving us the inside scoop on how they'd use it and talk it up to customers and other bartenders. This helped us further refine Mutiny’s brand identity.
Our Impact: A Clear Path for Brand Activation
Our research uncovered a brand direction with huge potential. This new approach will shape Mutiny Island Vodka's future strategy and improve its communication with customers.
The insights we gathered will drive Mutiny's 2025 creative campaign and power its overall U.S. market launch. We've helped them develop a strong brand identity, and now Mutiny Island Vodka is ready to make a splash as the world's first island vodka.
Insight By Design provided tangible and insightful results that were able to be immediately implemented in strategic designs. Most of all they are a pleasure to work with and care for their clients! Love this team!
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