Making a brand with purpose impossible to overlook.
Heroes Vodka has always stood for something bigger than alcohol. Founded by Marine Corps veteran Travis McVey, the brand was built to give back to the men and women who serve. But in a crowded spirits aisle, that story was getting lost.
Heroes Vodka
Year: 2023
Industry: Beer, Wine & Spirits
Client: R.S. Lipman
Services
Research & Strategy
Brand Identity
Packaging Design
Copywriting
The Problem
Heroes came to us with a problem bigger than packaging. Awareness was low, the identity felt dated, and the bottle disappeared in a wall of premium spirits competing for attention spans.
That created an interesting challenge: how do we modernize a veteran-founded brand without sanding away the very thing that makes it meaningful?
Heroes had a story. Our job was to make people stop long enough to hear it.
Turning purpose into presence
The Insight
Don’t make patriotism louder. Tell the hero’s story.
The Approach
Honor the hero’s story on the back label in phased rollouts, beginning with founder Travis McVey.
Custom Dielines
We created custom angular labels inspired by the precision of military design. Getting that deceptively simple shape to behave on a tapered bottle became its own engineering exercise, requiring close collaboration with production partners.
Something worth reaching for.
Phase 2 bottles will feature decorated Vietnam combat pilot, B.J. Bjorkland, who has devoted decades of his life to supporting veterans and mentoring future military leaders. Whether raising funds, serving meals, or simply showing up where he's needed most, B.J. continues to answer the call and demonstrate what it means to be a Hero.
Credits
Discovery: Matthew Dugger, Chessy Slater
Strategy: Matthew Dugger, Liz Butler
Design: Liz Butler
Copywriting: Liz Butler
Creative Direction: Matthew Dugger
Videography: Trevor Hancock
Agency: Headword!