Senior Creative Director/Copywriter
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St. Germain

ST. GERMAIN -- BRAND INVENTION, VOICE + LAUNCH / Multiple awards for brand identity + packaging

When Rob Cooper set out to develop a new liqueur, he had three crucial things: The name, a rough version of the bottle, and a recipe for creating elderflower liqueur from fresh blossoms. From there, this elegant new brand named for one of the arondissments of Paris was born. Steve Sandstrom crafted the gorgeous French brand design from the logo up, while I spun the story of gypsies gathering flowers in the French Alps and biking them to market into St. Germain's one-of-a-kind Frenglish brand voice. Recipe books were written. Naughty postcards and posters (using images found at Paris flea markets) were printed. Elaborate party hats were given out to celebrate New Year's Eve. St-Germain.fr was launched. And in the blink of an eye, St. Germain became an indispensable feature of every bartender's back bar.