How to Create a Brand for Entrepreneurs

Our WorkPrint/BrandSavage Ideas

SoulBoxer Brandy Old Fashioned is on the shelf at liquor stores all over WI – and we’re proud to say Savage helped to create the SoulBoxer brand.

Doug and Jason [the founders] have been truly invested in the work. It seems to us that a brand means something more emotional, more visceral when it represents you and your potential as an entrepreneur.

Savage believes in SoulBoxer. To us, it’s a product with serious potential. We didn’t want to #$%! it up. [That adds a certain amount of pressure.]

So we started right at the core: What should the brand feel like? What do Doug and Jason stand for? Why does the product exist? In response to our own questions, we began to draw out specific words. We created word maps and idea webs, and sorted out a hundred flashcards.

In time, Savage selected SOUL to represent Doug and Jason’s dedication to high-quality spirits.

The Old Fashioned is a true classic, reminiscent of the US in the 1960s – and that’s where BOXER comes in.

SoulBoxer represents a sense of risk, a classic-in-the-making, and a celebration of what’s good in Wisconsin.

It’s always an incredible experience to work side-by-side with people who believe in what they do. It didn’t take much coaxing for us to do the SoulBoxer web design, case/labels, and Facebook, too. Cheers!