Client: PROOF Beverages
Role: Art Director, Designer
Contributions: brand strategy, copywriting, creative direction
PROOF is the digital platform for Southern Glazer’s, a beverage distributor for wines, spirits, beer, and non-alcoholic products. Initially established as an extension of the Southern Glazer’s master branding, the branding fell out-of-sync and became disconnected with inconsistencies. In addition to the divergent look and feel, the user experience failed to provide easy ordering and management of products.
Handcrafted with care
Working with the internal product team, we moved towards unifying and refreshing the brand for every digital touch point, building a new coherent design system for use across web, mobile apps, and marketing.
Establishing the visual design, to be separate from the master brand and unique amongst its competitors, provided an opportunity to brighten and refine details. PROOF needed to articulate its point-of-view, but in a way that accentuated other brands. To do that, we decided to focus on typography, illustration, and color as the basis for the visual branding language. This would provide a cohesive backdrop for the varying styles of products being sold.
Muddle, shake, stir, and strain!
Using the existing brand elements to build upon, multiple design approaches were developed and tested, leading to a solution set up for continued evolution.
Original Site vs Explorations for Testing
