Movetic is an award-winning brand strategy and digital agency that fuses passion and energy with strategy, creative, and digital to create custom solutions that move brands forward in the modern world. Movetic is made up of designers, strategists, wordsmiths, shooters, marketers, and technologists that are obsessed with creative perfection and solving complex business problems.

We created engaging user experiences and brand narratives to connect with users. We produced striking imagery and leveraged storytelling to build emotional connections between brands and consumers. We utilized design, relationship building, psychological, and communication strategies to develop brands and drive brand affinity. We worked hard and smart, and here are the results:

Skrewball Whiskey is soon-to-be peanut butter flavored whiskey liqueur brand. The owners of Skrewball hired Movetic to design their logo, packaging, and identity.

I joined Movetic when this project was already under way. The product name, bottle type, ideas about the general identity look and feel, and the content of the logomark were decided - which presented a unique set of challenges and opportunities for our team.

My contract at Movetic ended before the project was completed, so the following work samples are rough results from various stages of our creative process - none of the designs are finished.

Additionally, as my contract ended before the project was completed, I am not responsible for the the final design decisions made by Movetic or the client. Please keep this in mind when researching the brand and viewing the following work samples.

Skrewball is an incredibly unique product; this project demanded a thoughtful and creative design strategy to drive product consideration. The concept of peanut butter whiskey, the look of the product, and the bottle - a brown bottle with a shape reminiscent of a wine bottle - were challenges that we welcomed.

With an arduous attention to detail we discovered Skrewball’s brand purpose, developed and refined proto-personas to help us align with our primary and secondary target audiences, and leveraged a refined creative strategy to produce a stunning brand identity.

Tempting as it was to merely create a striking visual identity for Skrewball, I wanted to ensure that this brand would truly connect to consumers and provide long term opportunities to build brand-consumer relationships. Throughout our creative process, I constantly asked myself how to ensure value congruency with our target audiences, how to leverage consumer-product interaction to build relationships and promote social sharing, how to use design to provide story-telling opportunities, and more.

I was given responsibility to develop concepts for the bottle and labeling before we had finalized Skrewball’s logotype or logomark because the end of my contract was quickly approaching.

The owners of Skrewball wanted to create a brand that strongly valued individuality and unconformity - a brand for those who boldly embrace being different and always make their voices heard. They had a tenacious grip on their core values, and wanted to create a brand for the black sheep.

As many prospective customers would likely feel apprehensive about purchasing a product as unique as Skrewball, creating a strong brand identity that would resonate with Skrewball’s target audiences on an emotional level was paramount. Rather than attempting to drive product consideration by force-feeding prospective customers a list of superlative-based product attributes, I strived to connect with the culture of Skrewball’s target audience and create authentic relationships by providing a killer brand experience.

Skrewball’s brand philosophy served as the foundation for my creative strategy. I wanted to create relationships with prospective customers through value congruency, product-consumer interaction, product storytelling, and by providing a canvas for self expression.

The following concepts are very rough - they are not final designs and require refinement. As I mentioned before, I created these concepts before we had finalized the Skrewball logo. These explorations were conducted to find creative ways to build customer relationships and to overcome design challenges. These explorations led to concepts that allow consumers to express themselves by using the bottle as a creative canvas, that provide product storytelling opportunities, that encourage social sharing, and facilitate the creation of future campaigns and guerrilla marketing.