We had a blank canvas to develop a cohesive brand that spoke directly to a certain sub-group of individuals. The ones who tend to stand out within a culture and are often referred to as the “black sheep” of a group who isn’t afraid to be different. A rare, fearless breed of an individual who loves to stand out in a crowd.

At Movetic, we always do an in-depth exploration and evaluation. All of our creative decisions are backed by an ample amount of data to bring the best and most unique results. For Skrewball, we created a powerful brand system that is rooted in bold aesthetic, uplifting and candid imagery, and strong messaging specifically tailored to the specific target market.

The Skrewball identity was inspired from the true meaning of the word. We sought out to create something that would represent the oddballs, misfits and black sheeps of society.

The Skrewball logomark is comprised of a main graphical logo and a secondary realistic logo. For the graphical logo, we focused on the intricate facial expressions of the sheep accompanied by the oozing texture of the liquid. The dripping liquid from the sheep represents the four legs of the sheep and the coloring can be a solid color or represent the combination of peanut butter mixing with the whiskey. The realistic logo was created inspired by an image of an actual sheep and designed with interchangeable textures and patterns to represent the individualism of a Skrewball.

The Skrewball logotype was designed to have a very modern and new aged look. We focused on making the type clear and readable on the label, but added a custom flare to the “W” to emphasize that it is not your average whiskey. The unique W letterform falls directly in the center of the logotype to give it a feeling of perfect symmetry and balance.

The brown, tan and charcoal hues in the Skrewball color palette are pulled directly from actual color samples of peanut butter and whiskey. We applied this colorway to the main graphical texture for the brand with a dripping combination of liquids to represents the fusion of the two substances, which has never been done before. Other subtle textures like grain, static, and grit are also used to magnify the feeling of misfits and outcasts of society.

The best brands communicate with their customers as opposed to speaking at them (known as pull marketing). A keen understanding of your demographic combined with powerful storytelling causes a deeper connection with your customers and makes your brand stand out against competitors.

We crafted unique personalized messaging for Skrewball to directly relate to the lifestyle of individuals who dare to stand out. We focused the messaging around those quirky individuals who break away from social norms who dance to the beat of their own drum. Our main focus was to create a unique, memorable story that aligns with what Skrewball represents. To take it even further, we created a brand manifesto for Skrewball drinkers to stand by and a toast to sing along to at bars and restaurants. Both of these are to commemorate friendship while you’re experiencing Skrewball out and about with your closest friends.

Our team developed a set of tangible items that have the same rebellious spirit and emotions that Skrewball represents. To maintain consistency throughout the brand, we used the combination of all the key elements that make up the strong brand identity: custom logo, textures, and color palette.

In the alcohol industry, package design is a huge part of the overall branding process. We wanted to make it stand-out from other whiskey bottles whether it is in a bar or on a shelf in a store. As opposed to the vintage whiskey bottle look – where the majority had natural worn texture to the label – we went for a more minimalistic layout on a stark white label with hints of gold foil detail. We also designed a custom sheep step and repeat that is used consistently across their touchpoints as a key branded element. For this specific industry, it was important to design apparel, business cards, posters and shot glasses, venue flyer, and menu inserts – all to further increase the brand awareness of Skrewball.

We strategically designed and developed four key pages to make up the Skrewball website. Aside from the home page, we created the “Our Story” page to educate new visitors about the brand DNA, the “Locations” page is for people seeking the nearest Skrewball shot, and a “Drink Recipes” page for the adventurous drinkers who want to experience Skrewball differently. Since our target market primarily online, we integrated Instagram on the home page through a brand-specific hashtag (#GetSkrewed). The entirety of these pages offers a new experience for users to connect with this newly established brand. For the website design strategy, we aligned the same “misfits” ethos to the imagery, the messaging, the dripping textures and grainy animated backgrounds, which are seen throughout the website.

In a recent study, 65% of consumers stated that quality images are more important than product descriptions and we decided to take advantage of this for the Skrewball branding. Our team conducted a lifestyle photoshoot to capture the essence of the brand with images capturing the wild and carefree lifestyle of Skrewball.

Not only did we capture the vibe of people enjoying Skrewball in bars, but we also wanted to highlight the beautiful scenery of the place where Skrewball was created, San Diego. From roaming the streets to jumping off cliffs, we were able to capture a wide array of content for the website, social media platforms, and all of the collateral. On top of this, we created product specific imagery for our strategic online and offline partnerships (great for PR) and a set of entertaining GIFs that highlight the uniqueness of the Skrewball tribe who stand behind the brand. Our photos have been featured in the following publications: Esquire, Fortune, Delish, Menshealth, The Manual, and the San Diego Reader among many others.