hood river distillers - sinfire

repositioning a whisky to ingite

Sinfire needed distinction from competition. To unearth that distinction, we dug deep into the Gen Z world to better understand the next generation of drinkers. It turns out this target audience gets the most fired up about advocacy and honesty. They play hard, care hard and respect brands that say ‘hard pass’ to the typical BS. From this nugget, we developed a spicy new brand identity with the aim of building a community around these truth toting rebels.