Midnight Media

Jannick's Drinks: Crafting a Premium Brand Identity

Photography - social media management - videoproduction

The Challenge

Jannick Gram, Copenhagen’s award-winning bartender and owner of Spitze Agency, had a problem. His meticulously crafted Downtown Abbey cocktail was so sought-after that even a global pandemic couldn’t stop the demand. While flattering, the constant requests for his unique concoctions presented a challenge: how could he scale his bartending expertise without sacrificing quality or diluting his brand?

Enter Jannick’s Drinks – a line of premium, ready-to-drink cocktails designed to bring the bar experience home. But with an existing brand identity stuck in the past and a website that lacked sparkle, Jannick needed a way to capture the attention of discerning consumers and B2B clients in a crowded market.

Could Midnight Media bottle the essence of Jannick’s artistry and transform it into a brand that truly popped? Let’s dive in and see how we mixed up a recipe for success.

The Insight

Jannick’s Drinks wasn’t just another RTD brand; it was an extension of Jannick himself – his passion, his precision, and his dedication to quality. Our strategy was to build upon this foundation, crafting a brand identity that reflected the premium nature of the product and resonated with Jannick’s existing clientele while attracting a new generation of cocktail enthusiasts. We needed to create a cohesive online presence that was as sophisticated and stylish as the drinks themselves, with a strong focus on visual storytelling and user experience.

The Solution

To achieve this, we implemented a multi-faceted approach encompassing brand refinement, website design and development, SEO optimization, and a robust content creation strategy across multiple platforms.

Branding and Visual Identity:

  • Logo Evolution: While retaining the core elements of Jannick’s existing logo, we developed a suite of variations to provide flexibility and enhance visual appeal. This included incorporating iconic imagery like cocktail ingredients and bartending tools, as well as a distinctive logo mark featuring Jannick’s silhouette.
  • Typography and Color Palette: We selected a refined font pairing – Alata and Georgia – to convey a sense of modern elegance. Jannick’s existing pastel color scheme was retained and enhanced to create a visually engaging and consistent brand aesthetic.

Website Design and Development:

  • User-Centric Design: We built a brand new WordPress website with a focus on user experience and intuitive navigation. The homepage featured a dynamic banner showcasing current promotions, high-quality product photography, and clear calls to action.
  • Content Strategy: We developed a compelling website copy that highlighted the unique selling points of Jannick’s Drinks, emphasizing the premium ingredients and Jannick’s expertise.
  • Key Pages: We crafted dedicated pages for each cocktail, an engaging “About Jannick” section to showcase his story and expertise, a blog featuring SEO-optimized articles, and a B2B section with a contact form and free sample offer.
  • SEO Optimization: We ensured the website was fully optimized for search engines, utilizing Yoast SEO, image tags, internal linking, and keyword research to improve organic visibility.
  • Functionality and Security: We implemented essential website features, including Google Analytics, Google Search Console, contact forms, SSL certificates, and robust security measures.

Content Creation and Social Media Management:

  • Visual Storytelling: We developed a visually-driven content strategy for social media, capturing high-quality photos and videos that showcased the drinks in various settings and lifestyle scenarios.
  • Themed Photoshoots: We planned and executed multiple photoshoots throughout the year, capturing diverse themes like summer vibes, autumnal warmth, bar scenes, brunch settings, and holiday-inspired content.
  • Consistent Branding: All content was carefully curated to maintain a consistent brand aesthetic and tone of voice, reflecting the premium quality of Jannick’s Drinks.
  • B2B Focus: Recognizing the importance of the B2B market, we prioritized content that resonated with businesses and encouraged wholesale partnerships.

Results

By combining a refined brand identity with a strong online presence and engaging content, we helped Jannick’s Drinks establish a prominent position in the Copenhagen market. The new website provided a user-friendly platform to showcase the products and tell Jannick’s story, while the social media strategy effectively communicated the brand’s personality and values. The result? Increased brand awareness, strengthened customer engagement, and a growing network of B2B partnerships.

Ready to Shake Up Your Brand?

If you’re looking to elevate your brand and achieve similar success, contact Midnight Media today. We’ll help you craft a compelling brand identity, build a stunning website, and create engaging content that drives results.