Since joining the Belle Isle team in 2016, I’ve taken the brand through multiple evolutions as we’ve expanded our identity, reach, and customer base.
As the Marketing Director, I’ve overseen the rollout of numerous new products (including two new product lines), expansion into national markets, and the launch of our e-commerce platforms.
Rebranding
OLD BRANDING
Tasked with modernizing our original branding, we partnered with designer Dan Strogiy to clean up our logo by introducing simpler, easier-to-scale visual elements and typefaces. To further simplify our brand identity and define us more distinctly within our product category, we chose to replace the secondary “Craft Spirits” text with “Moonshine”.
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NEW BRANDING
SECONDARY ELEMENTS
GO-TO DRINKS
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GO-TO DRINKS 〰️
With moonshine being a less known spirits category, Belle Isle’s brand education often required answering more foundational questions. One of the most common questions we’d get from new customers was “How do I drink moonshine?” To answer this question, we created Belle Isle Moonshine’s Go-To Drinks series: approachable and memorable recipes for our core products, complete with a downloadable set of recipe cards, batching instructions, and bar signage.
PINEAPPLE EXPRESS
← cocktail recipe card
bar signage →
COLD BREW NEGRONI
← batching instructions
When designing the packaging for our line of canned cocktails, we chose to incorporate new visual elements that had a more playful & relaxed identity and spoke to the ease & accessibility of our ready-to-drink products.
Can Packaging
Our most recent Variety Pack release, which I designed the can and box packaging for.
