The brand story of a Prohibition-era alcohol smuggler, how she grew a million dollar empire, vanished overnight and inspired a craft brewery to carry on her legacy.
The brand’s namesake derives from Marie Waite; a 1920’s bootlegger that inherited her slain husband’s alcohol smuggling operations and grew it to a million-dollar empire during the Prohibition Era. At the peak of her run, Marie had a flotilla of 15 boats transporting alcohol, beer and wine from Cuba to South Florida. She earned her moniker by communicating in cryptic messages embedded with Spanish language to subvert authorities.
Our task was to take Marie’s story and reflect it onto a craft brewery’s identity. We created the brand strategy and visual language, which was then applied to physical and digital touchpoints. The new identity was unveiled during the brewery’s grand opening of their new taproom, which was a record-breaking day attended by hundreds of people.