Heroes Vodka
Reimagining a veteran-owned vodka brand rooted in purpose.
Background
Heroes Vodka, an R.S. Lipman–owned brand, faced a critical challenge: low awareness, an aging perception, and minimal shelf impact in an increasingly competitive spirits category. Despite its mission-driven foundation by supporting veterans through charitable contributions, the brand struggled to translate purpose into purchase. Lacking the visual presence and cultural relevance to engage a new generation of consumers, the opportunity was clear: reimagine the brand to command attention on shelf, resonate with modern audiences, and drive growth. By elevating the identity and sharpening its story, the goal was to drive awareness that would convert into sales—ultimately increasing contributions to organizations supporting veterans’ mental and physical recovery.
Services Provided
- Brand Activations
- Brand Identity
- Digital Design
- Packaging
- Research & Strategy
- Video & Animation
Approach
We didn’t just modernize the brand with a bottle redesign—we reimagined it from the ground up. Through a multiphase rollout, the first phase focused on elevating the label design featuring founder Travis McVey to create stronger shelf presence and immediate impact. Future phases will expand the narrative, featuring stories from a broader range of heroes—including veterans, healthcare workers, and first responders. Ultimately, the evolution will culminate in an AR-enabled bottle, allowing veterans to share their stories directly through the label itself.
Creative
We crafted a clean, confident visual identity that honors Heroes Vodka’s patriotic roots while appealing to a new generation of consumers. The redesigned label features a custom angular wrap that mirrors the precision and integrity of military craftsmanship. This production detail required extensive collaboration with print partners to perfect across the bottle’s tapered form. The typography system balances bold, utilitarian strength with refined simplicity, allowing the product to stand tall on the shelf without relying on overused patriotic tropes. The brand system extends across packaging, in-store displays, and outdoor campaigns—unified by a consistent sense of pride and purpose.
