BRAND + TOUCHPOINTS
Introducing Purpose-Infused Mixology™ by Tractor. We’re stirring up a new era with thoughtfully-crafted recipes for flavor-forward cocktails. Together, we crafted a holistic program to engage with pouring partners and change the way the evolving generation drinks.
The Problem
When we engaged with Tractor, they had two main goals: build a new program to engage pouring partners and boost consumer awareness. On one hand, they had hungry sales reps. The dream was to provide them with a repeatable, evergreen program. On the other hand, they noticed a need to shift how they approach strategy. In addition to focusing on getting into the doors of pouring partners, it was time to build consumer demand. This program needed to cater to the Tractor sales team, pouring partners, and consumers alike.
The Approach
This project was extra fun for us because we got to collaborate with the lovely Kelleigh, Krista, and Nika to build their existing brand by launching an important new program. To execute, we worked together to ideate, strategize, write, and design a proven program for their sales team. One that would garner brand recognition at the point-of-sale, but allow the creative team to be hands-off with the sales process. We worked together to create a digital and in-store strategy to engage all three of our audiences.
Identity + Voice
IDENTITY & VOICE
- //LOGOMARK + LOGOTYPE
- //TYPOGRAPHY
- //ILLUSTRATIONS
- //PROGRAM BOOK
- //PROGRAM NAME, STORY
- //TAGLINE, LIVING LINES
- //MISSION & VISION
- //UVPs, Messaging
For the program’s visual identity, we drew inspiration from the compelling Tractor brand, aiming to complement its existing aesthetic. We wanted the program to feel like a new and unique extension of the brand. This included designing a program mark with some added flavor and vintage hand-sketch inspired illustrations of drinks, fruit, and botanics. We chose to match the program’s typography to the overall brand to support its equity.
For the verbal identity, we created a voice that speaks to all audiences. Through many explorations and close collaboration, we crafted the name ‘Purpose-Infused Mixology™’ for the program. We built the strategic framework for the brand strategy and brought it to life through our messaging from the tagline, to living lines, a program story, and more. All of this was packaged in a program book for the Tractor team to use to get the program rolling.
TOUCHPOINTS
- //Recipe book
- //Sales sheet
Next up was creating the touchpoints through which people will interact with the program. We crafted a custom recipe book that features 25 craft mixology recipes, ingredients needed, and instructions on how to make them. This recipe book serves as an essential tool for the Tractor sales team to engage with pouring partners. It’s an effective resource to delight consumers with flavor-forward, thoughtfully-crafted experiences. A proven recipe for success.
The aforementioned design, branding, and copy came together beautifully to create an incredibly aesthetically pleasing recipe book that catalyzes the Tractor brand’s mission and represents them well. We also created a more condensed sales sheet for quickly yet effectively spreading the mission. The cherry on top of these assets that really brought it all together was the inclusion of content we produced for the program.
CONTENT
- //VIDEOGRAPHY
- //PHOTOGRAPHY
Another incredibly fun, creative endeavor we embarked on to bring this program to life was creating photo and video content. We got to come together with the Tractor team to spend three days on set, venturing to 3 unique locations around San Diego. Each of these locations captured a setting that consumers will get to experience these delicious cocktails in, including poolside, at a hotel bar, and other spots around the city. Photos captured mixologist models crafting the beverages as well as close up shots of the cocktails featured in the recipe book.
During this time, we also teamed up with our content PIC, Andrew, to capture a video that creatively captures the story of the program. It begins with life before, in a scene where restaurant employees are uninspired by running through the same old motions. Then, it moves into a world with the Tractor program, where the spark is reignited. Unique shots were captured with a black magic camera, including some epic slo-mos. While editing was in progress, we fine-tuned our script and found the perfect voiceover actor to read it. The end result was a video we’re extremely proud of.
WEB
- //LANDING PAGE DESIGN
- // DESKTOP & MOBILE
Lastly, but surely not least, we created a landing page to bring this program to life digitally. The goal of this page was to provide a place for potential pouring partners to interact with the program, learn more, and get in touch with the Tractor sales team.
This began with design, integrating each of the elements we created for the program into a new format. Then, it moved over to development, which entailed bringing this page to life in a format that is fast, agile, and interactive on both desktop and mobile.
