Create a bottle of premium vodka that looks as casual as a backyard BBQ. Design something that ditches the nightclub scene and shines a new light on vodka’s role in the alcohol space. Make a product look and feel like it belongs under the sun, surrounded by bagged ice, and finally be sure it can be reused, over and over again.

Activating High Noon was no small task. From nothing more than a liquid, we crafted a name, an identity and a tone. From there we got into bottle development, glass sourcing, embossing and branding processes. In tandem we created a launch strategy that would disrupt retail, live comfortably online and exist in a line of wearable goods. Now we push it as a package. Each touchpoint measures up to the same north star, everything crafted to deliver leisure into our consumers lives. Creating a recognizable color palette, a signature look and feel and a type treatment and logo that defy the category.

At time of submission the High Noon brand launched only three weeks ago in Denver, Charleston and Madison. Results to date show that key distributors have responded very positively ordering and displaying our new vodka. Initial sales forecasts indicate that High Noon vodka could be one of E. & J. Gallo’s most successful spirit brand launches.