- Brand Identity
- Portfolio Architecture
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.”
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.