Free Spirits
An evolved identity for a boutique drinks and hospitality consultancy

Free Spirits is one of the most exclusive drinks & hospitality consultancies in California. With over 15 years’ experience, they’ve worked with global brands and managed in-house projects in prime cities including London, New York and Los Angeles.

The Free Spirits team wanted to refresh their identity to reflect the transition from distribution to marketing, and asked us to give it a go!

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Our aim was to give Free Spirits an identity that screamed “American”, and that could be used without the accompanying logotype.

 First and foremost, our strategy was to create a distinct logomark that anchored the core identity, but could also be used seamlessly in sub-brands from project to project.

As the bird of the USA, the Bald Eagle is instantly recognisable around the world as being quintessentially American. For the Free Spirits logomark, we opted to stylise the Bald Eagle so that its wings formed an “F”, further enhancing the brands recognisability when used without the logotype.

The result of our collaboration is a cool, exciting brand that stretches much further than just a logo. We took control of their communication, producing business cards, letterhead, splash page and brand guidelines, ensuring brand continuity across all platforms.

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We wanted a fresh look for the relaunch of our marketing and events company. A Glass Half quickly developed a variety of early concepts allowing us to select and develop our favorite visual direction. The result is dynamic, modern identity which can be easily adapted to multiple formats including web and print.

Steve Kelly. Managing Partner

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