Corps competency.

Campaign
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Distilled With Discipline

Made by a Marine = Made the right way.

That’s the idea at the heart of the Hotel Tango brand. But without the right messaging, it wasn’t coming through. Instead, Hotel Tango’s military connection—it’s the first combat-disabled, veteran-owned distillery in the country—was seen as a novelty rather than a reason to believe. You might buy a bottle for a relative who served, but you wouldn’t buy one for yourself.

We addressed that challenge with a complete rebranding that reflects the meticulous approach Travis Barnes, HT’s founder, learned in his time as a decorated Marine. It’s that mindset that he brings to all nine spirits Hotel Tango crafts—and why we say they’re “Distilled with discipline.”

Identity

Placeholder Image Distilled with Discipline - Hotel Tango Distillery Logo

Packaging

Placeholder Image Distilled with Discipline - Bourbon Ready To Drink Bottle
Placeholder Image Distilled with Discipline - Rye Ready To Drink Bottle
Placeholder Image Distilled with Discipline - Reserve Bourbon Ready To Drink Bottle
Placeholder Image Distilled with Discipline - Gin Ready To Drink Bottle
Placeholder Image Distilled with Discipline - Vodka Ready To Drink Bottle
Placeholder Image Distilled with Discipline - Rum Ready To Drink Bottle
Placeholder Image Distilled with Discipline - For Cherry Liqueur Only Bottle
Placeholder Image Distilled with Discipline - For Orangecello Only Bottle
Placeholder Image Distilled with Discipline - For Lemoncello Only Bottle
Placeholder Image Distilled with Discipline - All Bottles - Packaging
Placeholder Image Distilled with Discipline - Bourbon bottle label - Packaging
Placeholder Image Distilled with Discipline - Box Packaging

Print/Poster

Placeholder Image Distilled With Discipline - Hotel Tango Print Advertisement Bourbon- Print
Placeholder Image Distilled With Discipline - Propaganda, ready to propagate Reserve Bourbon - print
Placeholder Image Distilled With Discipline - Contains 16 Rounds Gin - print
Placeholder Image Distilled With Discipline - Forged from fortitude Rye - print
Placeholder Image Distilled With Discipline - Calling All - Hotel Tango Recruitment Poster - print

Out of Home

Placeholder Image Distilled With Discipline - Billboard, ready to view Bourbon - out of home
Placeholder Image Distilled With Discipline - Corps competency Cherry Liqueur - out of home
Placeholder Image Distilled With Discipline - Billboard, ready to view Gin - out of home
Placeholder Image Distilled With Discipline - Served with distinction Lemoncello - out of home
Placeholder Image Distilled With Discipline - Billboard, ready to view Vodka - out of home

Digital

Placeholder Image Distilled With Discipline - Website screenshot of spirits selector - digital
Telling the full story.

A completely redesigned website allowed us to place a new emphasis on Travis’ experiences in the Marines, while still providing information about Hotel Tango’s spirits and tasting rooms.

Placeholder Image Distilled With Discipline - Banner, ready to click and Leader of Gin - digital banners