Sinless Spirits

BRIGADE Solves for Shifting RTD Preferences

BRIGADE partnered with the Boston Beer Company to launch Sinless Spirits: a new, premium vodka cocktail in four bold flavors. These unignorable RTDs boast 0 carbs, 0 grams of sugar, at only 100 calories—capitalizing on shifting consumer preferences with a 0 guilt drinking experience.

BRIGADE’s approach involved a brand identity based in bold contradictions. The recognizable halo icon with devil horns plays up the duality between indulgent, sinful flavor and sinless functional attributes. The firm balanced custom fruit illustrations with a clean, black and white badge and brand palette to further this notion. Intentional pops of red add vibrancy and a dash of sinfulness. Playful swag, event, and sales materials were also developed with the goals of brand education and increased awareness across channels.

“We wanted to create something that would feel playful, fresh and instantly recognizable—something that was perfect for your easy going day-to-day but with a hint of mischief.” said Joe Marden, Creative Director at BRIGADE.”