Everclear is a high-proof, neutral spirit that, for many, is synonymous with trashcan punch and college regret. So much so, that it’s even banned from sale in many states. But interestingly, the characteristics that led to this notorious reputation, are also what could save it.

With Make It Your Own, we rebranded Everclear and forced it into adulthood. We created an online resource to educate craft cocktail enthusiasts, and provided recipes to invite experimentation. All photography was shot in-house. And, more often than not, the hand model was yours truly.

Posters

We even created the brand’s first-ever point-of-sale displays to feature seasonal recipes. Which is a big deal for a brand more accustomed to hiding than advertising.