HILTON HEAD DISTILLERY
From a quick-turn logo project to full-time support, our flexible team structure allowed us to provide varying levels of marketing support needed to launch and grow Hilton Head Distillery.
Agency: Marker 23 | Role: Creative Director
For the design of Hilton Head Distillery’s logo, we were asked to include a trident, wheel and anchor, and for its primary color to be a rich navy blue. Knowing their logo would be the sole piece used to market the distillery prior to opening, we created a detailed design with each of these three elements representing a part of their story. We also created simplified versions of their logo for use in digital spaces and in more traditional marketing initiatives.
WHERE THEY DROPPED ANCHOR
Halfway between Dark Corner Distillery and Cayman Spirits Co. sits Hilton Head Island, and where HHD was established in 2015.
THE PURSUIT OF PERFECTION
Steering their ship in a new direction with innovative distilling techniques, HHD is aiming to craft the finest spirits possible.
A SPIRITED ADVENTURE
King Neptune’s trident pushes up from the ocean waves, representing the ocean’s best spirits alongside life’s grandest adventures.
Hilton Head Distillery’s target audiences are split between 2,500,000 annual visitors during peak season, and 50,000 locals during off-season, with many of them being the business owners and employees of the island’s restaurants, bars and liquor stores where they sell their spirits.
Offering premium, innovative spirits, a unique tour and tasting experience, and providing a new venue for special events, our charge was to create marketing to generate awareness, drive traffic to the distillery and build a loyal community of fans.
To do this, we identified three common interests between HHD and their target audiences: Hilton Head Island, premium experiences, and good drinking, good living and good stories. This sweet spot is what inspired the creative direction for the branding and marketing, as well as their slogan:
Hilton Head Distillery
Your voyage. Our craft.
Each bucket of content below reinforces Hilton Head Distillery’s unique story and offerings, falling under one of their three brand pillars: Hilton Head Island (where they dropped anchor), the pursuit of perfection (innovative craft distillery) or a spirited adventure (premium drinks and lifestyle).
We focused on sharing photos of the tasting and tour experience to drive traffic, accompanied by messaging that provided a taste of what people would experience.
Sharing drink recipies from local restaurants and bartenders, from fans as part of a contest, and from their very own staff was designed to grow their social community.
For increased exposure and sharability, HHD joined #MotivationalMonday conversations with artfully designed quotes and stories.
Sharing local events and samplings, notable distillery and spirit awards and exclusive opportunities allows fans to stay in the know.
THIRD PARTY CONTENT
Sharing interesting articles from third-party sources with thoughtful HHD brand tie-ins allowed us to diversify content from the start.