INDUSTRY:
Food & Beverage
CLIENT:
The Harlem Standard
YEAR:
2023
EXPERIENCE:
Branding, Market Research, Product Design
Harlem Standard
about.
Harlem Standard explores how a New York-based hard liquor company can evolve into a globally recognized whiskey brand. The project began with a strategic audit that revealed gaps in original branding and a missed opportunity to harness the cultural power of the name “Harlem.” This led to bold creative directions aimed at making Harlem Standard a distinct and resonant identity for whiskey drinkers worldwide.
challenge.
Harlem Standard struggled to define a clear brand voice, making it difficult to stand out in a saturated market. The first challenge was to uncover and articulate what “Harlem” truly represents, its cultural richness, legacy, and energy. Beyond brand awareness, the task was to craft a strategy that connects this identity with a broader audience and revitalizes the brand’s presence and appeal.
strategy 1. artist collab.
As a non-traditional branding method, Harlem Standard can partner with a local Harlem artist to infuse the brand with the cultural richness of its namesake. Inspired by the Warhol-Absolut collaboration, this approach creates a powerful narrative rooted in place. By collaborating with local galleries and studios, the brand can uncover talent to co-create work that amplifies its identity and story. This way they do something for themselves and the name they carry.
strategy 2. PR & marketting.
The second strategy adopts a traditional marketing and PR approach. Inspired by the success of 818 Tequila and Aviation Gin, Harlem Standard can use curated PR packages to boost visibility and credibility with influencers and media. Paired with an exclusive whiskey tasting event, this strategy builds brand prestige, generates authentic content, and turns connoisseurs into advocates to drive awareness and sales.
strategy 3. bottle redesign.
Harlem Standard’s current bottle design lacks the bold identity needed to stand out. Resembling a maple syrup bottle, it misses the opportunity to reflect Harlem’s vibrant heritage. A strategic redesign of the bottle and label can elevate brand perception, enhance shelf appeal, and tap into new markets. The new packaging should be visually striking and narrate the unique story of Harlem’s whiskey culture.
