Iron. Sweat. Whiskey.

Brand Identity & Strategy Development, Ecommerce, Art Direction

Problem:

Mid 2018 Iron. Sweat. Whiskey. started as a name and an idea. Conceptually the brand would embody the idea that hard work pays off, and that should be celebrated. The brand would stand out by offering premium products and buying experience. The brand would be technologically relevant, and would have a high presence in rural America events and culture.

Solution:

Fairly Odd partnered with ISW in developing their brand strategy, and identity based on key market research. We then rounded out the brand by building a full line of products catered directly to their target audience. At that point all that was left was to create a modern ecommerce site to house it all, put together a launch marketing plan, and have a final toast! 

Strategy & Identity

Identifyed target audience, built 

Strategy

We began crafting the ISW brand strategy by identifying exactly who we were talking to. The target audience was lower to upper middle class rural America. Our ideal customer didn’t want the lowest price, but valued how, and why something was made.

We believed that while most brands in the current market were authentic, they lacked the ability to fluently communicate in the internet age. Their online presence, marketing, and buying experience all felt dated and bland. The core of our strategy was to target that weakness, and make Iron. Sweat. Whiskey. a digital first brand.

The Identity

Identifyed target audience, built 

Identity

We assisted fleshing the brand out further by creating a handcrafted looking brand identity system that would give anyone who comes into contact with the ISW brand a sense of authenticity and nostalgia.

To properly communicate our vision for the brand, we created a brand style guide to help assist anyone who works on the ISW brand in the future. In this we laid out some of the elements of the brand identity system like logo usage, typographical styling, and in what manner the brand should communicate.

 

Product Development

Identifyed target audience, built 

Product Development

After we had a full grasp of who we were talking to, who we are, and how we were going to talk, the next step was to create something to talk about. We developed a full line of products that incorporated traditional and modern styles. We developed multiple shirts, hats, beanies, stickers, and supporting material for the brand. We also created full product photography.

Product Development

Identifyed target audience, built 

Craftsmanship

ISW is a brand built off craftsmanship. 

Craftsmanship

Iron. Sweat. Whiskey. is a brand built off craftsmanship, and the idea is that their target audience will reward that with brand loyalty. Based on this idea, we created the first of many beautifully designed box options which gives the consumer an opportunity to get rewarded with a discount for fully buying into the brand. Instead of buying a shirt and hat from a seasonal drop, for the same amount of money they could get that drops box, and get the same shirt, hat, and a lot more for a similar price.

Website

Once the product line was completed, by far the biggest hurtle left in getting ISW ready to launch was creating a site that catered directly to the target audience. We implemented large cinematic photography and product photography with accents of gold to create a atmosphere of excellent craftsmanship and long tradition. 

The live site can be seen here.

Website

Once the product line was completed, by far the biggest hurtle left in getting ISW ready to launch was creating a site that catered directly to the fact that mostly everyone else’s in the space look dated. We contrasted that by implementing large cinematic photography a with elegant accents of gold to create a atmosphere of craftsmanship.

The live site can be seen here.

Conclusion

Once the product line was completed, by far the biggest hurtle left in getting ISW ready to launch was creating a site that catered directly to the target audience. We implemented large cinematic photography and product photography with accents of gold to create a atmosphere of excellent craftsmanship and long tradition.