Branding SPIRIT.ED, a premium drinks company

Household partnered with 31 Dover to reposition and rebrand the premium drinks company. The brand refresh includes brand positioning, storytelling, naming and identity design, packaging look and feel, art direction look and feel, pop-up store concepts, campaign style, and look for the evolved shoppable website. The new brand artfully combines craft, environment, materiality, visual identity, storytelling and digital to reach across more customer touchpoints.

We created the name SPIRIT.ED to capture the energy of the business as a premium lifestyle brand. The identity was developed to appeal to the smart and curious who love great style and ultimately relate to the ethos of SPIRIT.ED in the context of lifestyle, hospitality and even fashion, with the brand being at home in all of these places.

Creating the name and storytelling for SPIRIT.ED was central to the repositioning and personality of the brand. ‘Pour a drink. Add a dash of you’ and ‘Because your bar is so much more than a place to house bottles gathered indiscriminately over time’ set the tone, and are created as lively invitations to the customer that immediately become personal, enticing and exciting.

Pour a drink. Add a dash of you

We developed a style aesthetic and art direction look and feel, inspired by colour from both the bold fashion world, and the freshness of taste. Ingredients and nature punch through in the choice of Moss and Forest greens, Citrus, Lichen and Orange.

Geometric shapes and angles bring an exciting, daring and contemporary feel, and allow for the pure simplicity of the message. Beautiful refractions with contrasting shadows are used to reflect glass and the liquids that pass through it.

Witty, sexy, fun and accessible with visual spirit

SPIRIT.ED is created to make a statement – witty, sexy, fun and accessible with visual spirit. We brought in photography duo ULAS & MERVE to bring the new brand story to life through iconic imagery that breaks new boundaries in the drinks sector.

As SPIRIT.ED grows into the category-killing ‘lifestyle must-have’ it wants to be known for, our focus on innovation and pioneering drinks opens the door for other verticals such as social experiences and customer events.


“Julie and the Household team understood what we were about from the start. They listened, and then helped us define a new name and contemporary look and feel which gave more of a nod to our focus on premium drinks. It was a tricky brief, with short timescales, and the Household team consistently brought fresh and fun ideas which complimented our team’s energy. A real joy to work with these guys, and I can’t recommend them highly enough.”

Charlotte Jefferies, CEO