TALES OF THE COCKTAIL
A NEW CHAPTER
Tales of the Cocktail Foundation is a non-profit organization and the global leader in spirits education and a platform to tackle issues facing the industry. The pillars of the Foundation are to Educate, Advance, and Support the hospitality industry through programs that benefit individuals and organizations in the community and to make lasting impact in communities that host their events.
Between 2017 and 2018, the Tales of the Cocktail organization went through a substantial restructure. New ownership aimed to refocus the mission, operations and image of the organization.
Visual Brand Identity
A FRESH TWIST
The main objective of the refresh was to reflect and celebrate the changes the organization was going through. They wanted a a modern and mature mark that still captured the fun and festive nature of cocktails.
We considered many icons, in varying degrees of abstraction, and eventually landed on a twist of citrus peel. The finishing touch for many cocktails, the twist represents a complementary component that enhances - a perfect metaphor for the foundation’s refocused mission statement.
A SHOT OF COLOR
The brand colors were inspired by the vibrant streets of New Orleans, where Tales is headquartered. We quite literally sourced the palette from iPhone photos shared by the stakeholders: of the tables at CURE, the brightly painted brick in the Garden District, of old shop signs and Mardi Gras Indians. It was essential for the brand colors to not only reflect the organization’s surroundings, but to create new energy around the brand.
A FLEXIBLE SYSTEM
Also important to the Tales team was an expandable brand system they could manage to represent the many events, awards, excursions and promotions the organization arranges and engages in. A well thought out hierarchy of type and colors was crucial to the brand’s success across this ever-growing family of sub-brands.