Flair: The Order of Craft Concoctions
“Join the Order”
CONCEPT
Leave behind cheap wine and carelessly delivered six-packs and lose yourself in the intoxicating world of mixology and craft cocktails—all available at the tap of a button. Infused with the curiosity of secret historical Societies, Flair: The Order of Craft Concoctions lets cocktail enthusiasts order freshly-made cocktails from local mixologists who know how to make their patrons think, wonder, and most importantly, enjoy.
VOICE
Intoxicating, Sophisticated, Secretive/Underground
WORK
+ Name and Logo
+ Mobile App
+ Cocktail photography
+ Advertisements via OOH and digital platforms
POSITIONING
Amongst bartenders, there is an under-the-table tradition known as a “boomerang.” It is a cocktail that bartenders in different bars send in secret to one another via a trusted patron. Naturally, this is illegal everywhere (except New Orleans) because it involves carrying an open drink from one bar to another. Taking inspiration from this concept of secret drinks, and combined with secret historical Orders and Societies, this app is branded as a secret Order of its own—in other words, a mobile speakeasy. It is not a request for a bottle of cheap wine from some delivery app, it is the order of a fresh, crafted cocktail.
GUIDING QUESTIONS
Big brands find a way to live on the smallest screens. These questions provided a framework for building this brand in the mobile world:
+ Which UI/UX elements can be infused with the brand while maintaining a clear and obvious purpose?
+ How can a service appeal to both cocktail aficionados and curious cocktail explorers at the same time?
+ How can cocktails be effectively and clearly categorized?
ADVERTISING
Keeping in line with the Flair’s positioning as a mobile speakeasy, the ad copy draws on references to the Prohibition Era to communicate the brand’s most important benefit: a fresh cocktail, delivered.
