Empirical Brand Identity

For this academic study I approached flavor as an experience beyond the simple taste of something consumed. Flavor involves connection to people, memories and associations brought up by taste. Empirical labels themselves as a flavor company dedicated to creating unique flavor experience. With this in mind, I approached this project with the goal of creating a system that customers could connect with on the basis of unique descriptions of flavor. I began my attempting to understand this companies target audience. I visited countless liquor stores that sold this spirit and I spoke with the staff about the type of person who actually bought this product. Their general response described the typical buys as a “spirit nerd”. Someone who was excited to try a new experience and was intrigued by the details of the spirit. By understanding this demographic I approached the following design with the typical buyer in mind while also attempting to open the product up to those who are not as experienced understanding the intricacies of spirits.

This approach gives Empirical a new way of connecting to consumers. By showcasing a unique flavor profile for every bottle they are creating a connection across their products while sticking to a consistent brand identity. Bottles are recognizable while welcoming to those who do not already have a connection to the brand.

icons

Icons play an important role in this design. They are informative while creating a recognizable consistency that can be replicated across many products.
The flavor identity scale allows consumers to connect to the flavor and the brand before they buy the bottle.
The icons build from one to another with the addition of one line to symbol the growing intensity and complexity of flavor

words

These words and phrases were used by customers and Empirical producers to describe the true flavors of each spirit. These phrases represent the flavors of memories, experiences and feelings invoked by taste.
Many of the words are adjectives but some are simply words that trigger an emotion, memory and assimulation to a particular experience.

color

Each bottle has a different color pallet. In total, three shades of the same color are used on each bottle. This gives the bottle distinction from others in the same collection.
Including color in the design will make it easy for the bottle to be described on the spot without knowing the name of the brand.

logo

The logo builds off of Empitical's previous logo but emphasizes the company's attention to being labeled a flavor company.

The logo is in a square format which makes it functional for many different products, social media and promotional material.

The logo stands alone in black or white with colored packaging to distinguish the logo from other designs.