Viski

When I joined Viski as creative director, the barware brand had a loyal following among mixologists and strong sales through Amazon and Total Wine. What it lacked was a strategic visual identity that could translate to the world of luxury retail. The goal was to elevate Viski from a successful online brand to a sophisticated presence that could command attention in premium environments.

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My approach

Lead a visual refresh that redefined how the brand presented itself. I directed minimal, evocative photography that let the craftsmanship speak for itself. There was no visual clutter, only beautifully lit products that conveyed authority and refinement. The elevated aesthetic extended across email campaigns, social content, packaging, and retail presentations, creating a cohesive brand narrative that resonated with discerning customers.

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The impact

The repositioning opened new doors. Viski expanded into Nordstrom, Saks, Dwell, and other premium retailers, establishing itself as a leader in the luxury barware category and significantly broadening its market reach beyond digital channels.