Demon seed scorpion pepper whiskey came to use to build their brand, with having only one existing asset — the bottle.
First, we focused-in to create a target consumer persona we called “sensation seekers,” people who enjoy a little “heat” both in their lives and their libations. To these crafty devils, boring is the enemy. Our sensation seekers are a female-forward audience, as over 40% of whiskey drinkers are now female. So, we wanted to appeal to audience to whom whiskey was not traditionally marketed. Instead of the dark, gritty, male-forward advertising that is common to the category, we pulled in a brighter, “fiery” look and feel and a shiny chrome font to excited sensation seekers and push back against the dated or predictable. So, we leveraged elements inherent to the demon seed bottle label to build a brand around, particularly the horseshoe and scorpion pepper - own able elements uncommon to other whiskey brands.
We found ways to fire up a large-scale digital campaign within client start-up budget restrictions to increase awareness and in-term distribution. We did so by creating every branded element through the power of AI. Using a combination of Mid Journey, Blender, and Adobe Photoshop Beta, we were able to create an extensive suite of assets that launched the brands first campaign “Hot’s A Choice.” 
