Phillips

  • Brand Identity
  • Packaging
  • Portfolio Architecture
  • Print

With a rich history spanning more than 100 years, five generations and hundreds of SKUS, the Phillips flagship brand presides over a broad range of innovative spirits. This redesign gives the brand portfolio a fresh look while retaining the likeability the brand enjoys as a “Midwest favorite.”

Phillips | Cue
Phillips | Cue

Tradition, Looking Forward

This new brand expression is built for flexibility, designed with a clear hierarchy that makes the expansion of innovative products easy to manage. Original core spirits use an updated, but classic look. Flavored spirits incorporate illustrations to enhance and differentiate flavors.

Together, they elevate the brand expression and make products easy to navigate on shelf, creating a portfolio that’s modern and familiar. From classic standards, to flavored liqueurs and ready-to-serve cocktails, the brand has a revitalized, more relevant presence on retail shelves.

Phillips | Cue
Phillips | Cue
Phillips | Cue
Phillips | Cue

“Cue captured the spirit of innovation that has enabled the Phillips brand to meet the needs of spirits enthusiasts for over a hundred years. The new packaging allows Phillips to stand out as a modern classic across its vast portfolio of spirits and liqueurs.”

– Laura Donnelly, Phillips Distilling Co. Director of Brand Marketing
Photographer: Cody Petts