The Community Spirit Vodka is a new kind of vodka brand who’s mission is serve and uplift individuals in the hospitality industry who often get overlooked. The waiters, the bartenders, the cooks, the busboys—all the people we interact with all the time, but never hear from.
TCS wants to tell and amplify their stories through their own platforms, and support the hospitality industry at large through their resources, which includes their marketing platforms. So when TCS came to W+K as their first AOR, we did just that.
We were tasked with making a piece of brand merchandise that would highlight their community first, and feature our vodka second. This led us to create The Community Cocktail Book: a cocktail recipe book sourced by members of our community, that spotlights their unique POVs as our recipe's vital ingredients. This allowed us to bring to life stories that usually stay hidden, while having our vodka subtly weave everything together as a background character in all.
We sourced and told the stories of 8 different hospitality pioneers in the industry, making massive strides and creating initiatives to improve an industry that deeply suffers from unsustainable work conditions and environments.
We collected all of their unique recipes and flavors to create The Community Cocktail Book, which brought spirit and story together in delicious harmony, as well as rooted our design concept in collage to help bring the narratives to life on each page.
A moment for the cocktails.
A moment for the people behind each cocktail.
Agency: Wieden+Kennedy
Art Director/Designer: Xander Opiyo
Copywriter/Art Director: Nechama Muchnik
Creative Directors: Rose Shackter, Rafa Melo, Ish Traore
Photography: Cole Wilson
