You've probably seen our new logo and color palette suddenly appear across social media and on our website (spoiler alert, see ⬆️). While those have been exciting changes, logos and colors are only the tip of the iceberg. When our rebrand adventure began, we took a holistic approach, working from the ground up to build a strategic foundation. That foundation gave us the confidence and clarity to analyze every aspect of the customer journey, finding ways we can improve your experience with us. That includes creating a unified identity, a scalable design system, and a mission that makes us all proud.
Above all else, we're committed to building a brand that stands for something. That pursuit toward a better future drives our decisions as a company, reaffirming our purpose of helping people like you responsibly enjoy alcohol on their own terms.
Along the way, we took inspiration from brands that we really loved. One of these was Southwest Airlines and their “heart”. For them, the heart embodies their mission of “treating people like people”. Not only is it expressed visually through their logo, but it's also woven into the customer experience. We wanted our business to be focused on “bringing people together” and celebrating alcohol’s magical ability to do just that. As you will see, that mantra permeates across every aspect of our brand, symbolizing our commitment to bringing people together.
Since the beginning of time (we’re not joking), alcohol has brought people together in every civilization. Fast forward to today, every culture celebrates social drinking with their “Cheers” equivalent. Moments like that are what the spirit of our company is about.
“Cheers” literally means “to health/happiness” in most languages. It’s associated with social, fun, and joyful activities, which is right where we want to be. Through both our products & our promotion of responsible drinking, we help enable alcohol to be part of a health-conscious lifestyle.
Unlike similar brands, we’re only (obsessively) focused on one thing: helping you responsibly enjoy alcohol without stigma and on your own terms. Whether you drink a little or a lot; wine or whiskey; at a bar or at home... we offer a system of products depending on the level of efficacy & convenience that you want.
As you’ll soon see, we implemented clear product packaging as a symbol of transparency that we strive for every day, so you know you’ve hitched your cart to the right horse.