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Bulwark (n): Barrier, support, defensive wall Any protection against external danger, injury, or annoyance. Any person or thing giving strong support or encouragement in time of need, danger, or doubt.


IT WENT A LITTLE


LIKE THIS... It all started at the Cave. The Cave, an underground bar, rests beneath

prospective Miller and Coors Light drinkers to

the Oread Hotel in Lawrence, Kansas. Best of

pass the beers out to, the Cave seemed to

friends Kathleen and Jamie made frequent

get more and more packed. (Side note: there

trips to the Cave during the fall semester of

are several nights where the Cave goes over

2011—partly to satisfy Jamie’s quota as a Bud

capacity—a fire hazard and a claustrophobic

Light Ambassador, but mostly because the

person’s nightmare.) As the girls maneuvered

Cave boasts their dance floor, black lights,

through the crowd, both double fisting Bud

4 bars within the bar, and a modern atmo-

Lights, a belligerent blonde in heels measur-

sphere. A late November night in particular,

ing larger than her head slipped on a spilled

Kathleen wore a new favorite pure white top

drink. Blondie proceeded to spill her filled to

she had recently purchased from Nordstrom.

the rim cranberry vodka all over the back of

The girls carefully walked down the five

Kathleen’s beloved shirt.

flights of stairs down to the Cave (wearing fashionable, yet uber uncomfortable 6 inch

Kathleen, a feisty extrovert never afraid to

heels, mind you.) They entered the main bar,

speak her mind, fired a grenade at Blondie—

took a lap around the perimeter to scope out potential hotties, and proceeded to the bar to buy several Bud Lights. As the girls looked for


DO YOU NEED A SIPPY CUP O R W H AT ,


B

TC H?


While drying the ends of Kathleen's hair (her platinum blonde dyed pink at the ends) and the insides of her shoes, Jamie tried stifling her laughter. While replaying the scenario in her mind, Jamie's entrepreneurial wheels started turning....

A sippy cup? A sippy cup... in a bar?

We might be on to something.


You’re at your favorite bar.


What happens?


You see an old friend, give them a hug and


your drink spills.


You move your arm, lose your grip and


your beer shatters.


You go to throw your drink away and


the bar doesn’t recycle.


You turn your head for a second and


something is slipped into your drink.


drink spills broken glass lack of recycling date rape drugs


SPILL-PROOF, SEALED, RECYCL ABLE B OT TLE


drink spills broken glass lack of recycling date rape drugs


Why not pre-package the alcohol in a spill-proof and sealed bottle that would prevent these situations?


Main mark : grounded and strong Acts as a barrier between the letters


T Y P E PA L E T T E

Ww ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 HERO LIGHT

Ww ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 12 3 4 5 6 7 8 9 C O P P E R P L AT E G O T H I C L I G H T


WINDOW OF OPPORTUNITY


Many of our peers in the malternative beverage industry are enjoyed at home and target their advertising to minors.


RELIABLE REVOLUTIONAR Y REME DY

BENEFIT

MISSION

A one of a kind bottle that serves as a precaution to unwanted outcomes within a bar.

To empower the consumer with this product.

POSITIONING

VISION

This bottle creates a different experience for the consumer, which solves their safety concerns.

All mixed drink consumers should be proud of their choice of picking this bottle.

STYLING

VA LU E S

Reliability Honesty Security Uniqueness

Is Is Is Is Is

a trendsetter trustworthy an initiator an innovator a leader


RELIABLE REVOLUTIONAR Y REME DY

FUNCTIONAL

“My drink is in a unique bottle, different from everything else available to me at the bar.”

SOCIAL

“The bottles are like my trendsetting and reliable wingman.”

SPIRITUAL

“The bottle company seems committed to ensuring safety and security for the consumers, with me in mind.”

M E N TA L

“This bottle makes me feel safe while drinking at the bar.”


I.D. PLEASE DD

MM

YYYY

b u lwa r k i s c o m m i t t e d to p ro m ot i n g r e s p o n s i b l e d r i n k i n g a n d d r i n k i q .


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Bulwark Brand Book