Amass

Serving up modern botanicals—and taking them international.

Brand Creation:

Brand Positioning
Brand Identity
Packaging

Photography courtesy of AMASS

STANDING OUT IN A CROWDED BAR

The Challenge

Barbacks are busy. Endless choices, all blending together. We needed to create a bottle that people could pick out in the chaos. High-end hotels the week end plans for our consumers. The challenge? Creating a brand that stands out from the crowd(ed bar back) and blends in at Soho House.

Blending in while standing out

Creating the active position

Working from the bottle up, we created a brand position that challenged the category quo while fitting right into the well-designed homes and hotel rooms of the world. How do you strategically work in ample room for product and category expansion? Modern botanicals.

The right mix for growth and difference

Creating the active position

Elevated, contemporary, unlike anything you’re seeing at the bar. Packaging so distinctive, that it can stand alone in a Soho House room with a massive presence and stand out amongst a crowd of competitors on the finest bar backs. The packaging systems are handy—sure. But when they are done right they can also be your signature. And when you’re a CPG brand, the package is often your biggest brand statement.

Turning every bartender into a storyteller

Creating the active position

It’s hard to choose liquors. It’s even harder to choose one you’ve never tasted. Bartenders are gatekeepers. When you’re lost, you look to them for answers and recommendations you can trust. The Amass Storyteller program invited bartenders to not only get to know the brand but also benefit from its growth with shares and benefits tied to the brand’s success.

 
“I've been really impressed with IGC's work.”

—MARK, FOUNDER, AMASS