Prepared for you by zö agency.
Just like your favorite Dr Hops beverage is a careful balance of thoughtfully selected ingredients, the Dr Hops brand was inspired by two astonishing but very real stories: the story of the hare, and the story of the dare.
First: the story of the hare.
When our co-founder Joshua first met his partner Lisa, she adopted a young and very fluffy rabbit. She brought home this frail and adorable little bunny from someone (his name was Dennis) who rescued the rabbit from a park by giving twenty bucks to a houseless person who was pawning it. Dennis named the young rabbit Dr Hops, but he couldn’t keep her once he discovered that his newborn had an allergy to rabbits. Convinced that she would love and care for Dr Hops better than anyone else possibly could, Lisa brought Dr Hops home and filled their family’s life with love, adventure and a unique type of happiness (hoppiness?) that they were not expecting.
Our other co-founder, Tommy, first met Joshua through a visionary mutual friend. Feeling akin to one another–with shared interests in craft beer, creativity and enterprise–Tommy and Joshua got together to share their favorite bevvies, gush about the drinks they loved and spout exciting ideas about what a better hard beverage could taste like and how it could make you feel. On this memorable night where everything from a rare saison to a sour IPA was enjoyed, Joshua took a chance and introduced Tommy to a new beverage he was enthralled by: a funky hard kombucha from the midwest. Upon taking his very first sip, Tommy couldn’t believe what he was tasting. It was sweet, a little sour and certainly didn’t taste like it could possibly be good for you. “Can hard kombucha still be kombucha and taste as good as an amazing craft beer,” they thought? Of course it could - it just hadn’t been done yet.
Inspired by the possibility of what hard kombucha could be, and motivated by the live-and-be-glorious-against-all-odds spirit of a little rabbit: these two men set off to make the best hard beverages the world has ever tasted.
One of the most pernicious lies in the marketing and advertising world is the idea that greater reach equals greater impact. It’s not true. Companies with abundant resources may have the ability to cultivate connections with every audience in their market. For those of us who are working to steward the resources we have, we are more intentional in our focus. We believe that brands that exist for their people–and consistently prove it through word and action–are the brands that win. Influence is a direct result of investment - of your time, your energy and your interest in others. If you try to be all things to all people, you’ll be nothing to most of them.
If we were to use one word to describe this group of people in our brand community, it would absolutely have to be “purist.” Believing that a drink’s quality is highly impacted by its purity, these drinkers adhere to strong convictions about what qualifies as an authentic beverage and what does not. They’re excited about everything we make, as they still can’t believe we’ve found ways to enhance things like live cultures and kombucha texture with tastier flavors using organic fruit and hops: giving our drinks an incredible balance.
Of the three audience segments in our brand community, the meaning drinkers most resonate with language that is confident, certain and can deliver on the promises that are made. For them, their determination of our product’s worth goes beyond just how it tastes. They want to know how it’s made and how it’s sourced. They want to be assured that the products they enjoy are not just good to them, but have done right by all others along the entire supply chain.
Although their friends might view them as snobs, they simply know what they like and what they don’t. When it comes right down to it, they value a lot more than just taste. Although they greatly value taste, they also value every single step in the production process from source to sip. They want their products to be free of all synthetic chemicals. They want to know that environmental stewardship is active and central to production processes. They want to know that our products will make them feel just as good when they’re done as they did when they were enjoying them.
• They want their hard beverage to be reinvigorating.
• A superior drinking experience.
• Enjoyable but not at the expense of self or health.
• To not unintentionally consume any hidden or undesired toxins.
• Finding products that they absolutely love.
Although the mingling drinker also greatly values flavor, their interests and inspirations are uniquely different than those of the meaning drinker. To them, the drink is not the experience. The drink is simply the means by which they have meaningful experiences. More than anything else, they want to be able to buy a four-pack or a six-pack of something and take it to a party where all their friends will love it. Intrigued by the fact that our hard beverages have benefits beyond beer–and are wildly drinkable as well–they get the great tasting beverage they desire that’s very enjoyable to drink with others. They want the goodness and flavor of our hard beverages, without the fear of being rejected or embarrassed in social settings.
Of the three audience segments in our brand community, the mingling drinkers most resonate with language that is fun, freeing and speaks to the possibility of what could happen if one just had a Dr Hops product in hand.
We know these people from our brand community aren’t about to grow their own scoby at home, but they still have that craving for alcoholic drinks that are real: real ingredients, real flavor, etc. They’re not interested in throwing back a dozen or so Rolling Rocks like they did when they were younger - they want to have a good time with others, and they want a hard beverage that can help them do exactly that. They love a good beverage that is easy to enjoy and even easier to share with others.
• They want their hard beverage to be refreshing.
• Getting good quality products at a fair price.
• They want to be liked by their peers.
• They want an enjoyable drink that’s not an attention stealer.
• They want to make the most of their drinking experience.
What our retailer/DSDs truly care about–more than any other audience segment in our brand community–is money. For them, money-making informs decision-making. When facing new business decisions or challenges, they always come back to the same question: “Will this immediately help me make more money without adding more risk or complication?” Any product that even hints at the possibility of increasing their costs or demanding more effort from them, is immediately called into question. It’s not that they despise innovation or new, cool product ideas - they just feel like they can’t afford to take too many risks.
Of the three audience segments in our brand community, the Retailer/DSDs most resonate with language that is solely focused on helping them accomplish two things: form a long term relationship that is beneficial for them, and the assurance that we will help them achieve top line revenue. At the end of the day, these people have a business to run, families to support and they are unwilling to take inessential risks that could cost them their business, their income or their lifestyle.
Many of these businesses have been family owned and operated for multiple generations. As such, they feel compelled to protect the livelihood that’s been entrusted to them. Business failure wouldn’t just hurt them, it’d hurt those who are counting on their success. This means that business–for them–is deeply personal. They tend to avoid decisions where the outcomes are uncertain or unknown, because in their experience, you don’t disrupt a triedand-true business model. Where we see the willingness to take chances on lesser proven products or brands is among the smaller DSDs.
• They want their hard beverage to be resellable.
• Low risk inventory and business decisions.
• Products that are easy and inexpensive to ship and distribute.
• Maximizing sales utilizing the least amount of effort.
• Retailers want proof of consumer demand.
• Retailers consult DSD salespeople in their decision making.
• DSDs want to expand their retailer distribution footprint in ways that are easily integratable and lucrative.
About a century ago, consumer decision-making was almost solely inspired by how a product met a clear functional need. Over time, the factors that influence choice have evolved in phases. From what a product does for us to how it makes us feel, these factors are many. Since the birth of the internet and the emergence of social media, however, we now have access to more information than we know what to do with. In response, identity is now shaping choice more than ever in our history. People make decisions now–product or not–to affirm or defend what they believe to be true about themselves or who they want to be. Because of this, brands need to have purposes driving their existence beyond just profitability. If we truly want to operate with influence, we must earn it through purpose. In the words of Philip Kotler: “Be a cause, not just a business. Have a higher mission.”*
We envision a world where people will feel better about themselves and their future, partly because we showed them a way. Where we once saw alcohol being a means of escape or repression, we will instead see people truly enter into states-of-being defined by joy, gratitude and peace. We see the masses loving our hard beverages - and not because we stripped them of the ingredients or qualities that make them worth loving, but because they’ve experienced first hand how our drinks help them make the most of every moment. In a category shrouded in mystery, we’ll see competitors become more transparent and ethical in their processes - because we showed them a better way. This transparency will equip people to make better, more-informed choices - ultimately propelling them toward a more empowered and inspired sense of living. Those who partner with us in pursuit of this vision will find themselves at home in our midst and fueled by purpose - maybe for the very first time. As we continue to make the world’s tastiest and most life-giving celebratory beverages, we’ll see people grow in their love for themselves and others - which will truly transform the world we live in.
So what is our strategic intent? To see all of life thriving and happy.
Our vision paints a clear yet aspirational picture of how we see our world changing because of our work. The future that we envision for our customers and the communities we serve, is evident of the kind of impact we believe we’ll make. We see people changing the way they live and changing how they engage other people and the planet, all because our impact on their life inspired them to be different - to be better. These ideas have been at the core of our existence since our beginning and they’ll carry us through to our end.
To elevate life and culture through beverages and joy.
Meaningful mission statements are ones that establish a clear and narrow focus for an organization. Rather than being filled with empty language that makes no promises and provides no direction, our mission statement clarifies what our core commitments are. If our vision paints a picture of where we’re going in the future, our mission statement clearly lays out the steps for how we get there.
Our mission statement focuses how we approach our work on a daily basis. It establishes expectations for how we do what we do - because what we do proves what we believe.
From source to sip, we exist to do right by all nature and humankind.
We once heard someone say that if you do not know your why, you will not know your way. They were speaking to this idea of purpose, of having a motivation or conviction that satisfies one’s reason for existence. Clarifying the purpose of our brand is vital, because in the words of Simon Sinek, “people don’t buy what you do, they buy why you do it.”
As people who make the most of every moment…
We believe that drinking is a moment of pleasure and that no moment should ever be taken for granted. We know that change is necessary for progress, so we eagerly embrace it. We think that a truly honest beverage gets its ingredients from the land - not from the lab. We believe that creating is for champions and copying is for chumps - that’s why everything we make is one-of-a-kind and unlike anything else out there.
We think that if you treat people like they make a difference, they will. This is why we strive to make the most of every single encounter we have with them. Ultimately, no moment is ever without meaning, and every person has the right to make the most of every single moment. So, cheers to the moments we’ve made, and to the moments we’ll make, together.
A manifesto is essentially a declaration of intent - the articulation of a brand’s positions, purposes and principles, so those who hear it can have a fuller understanding of how an organization impacts its consumers and communities. Social in nature, the manifesto inspires possibility - making strong claims and promises that people can hold the brand accountable to.
OUR SLOGAN
Make the most of this moment.™
By focusing on the unique anxieties or motivations that influence our customers’ decision making, we can better identify the causalities behind a consumer decision and how these factors lead a consumer toward their desired outcomes. We call this “progress.” Consumers want to make progress toward their desired outcomes, and we can help them get there by positioning our brand as the best ally for them on the journey.
• Quality depends on purity
• Nature knows best
• The more raw, the more enlivening
• Less process equals better quality
• You always get what you pay for
• Organic is generally better, but not always
• Exploitation (anywhere along the supply or production chain) compromises product experience
• Ends don’t justify means and means don’t justify ends - both must be spectacular
• Products free of all synthetic chemicals
• Environmental stewardship in production
• Superior drinking experience
• Enjoyable but not at the expense of self and health (e.g.- feel like garbage after drinking it)
• Less negative effects
• Tastes fucking awesome
• BE the know (rather than just being in the know)
• Drink an inauthentic, dishonest, or unethical beverage from an inauthentic, dishonest or unethical brand
• Tricked into drinking low quality product
• Unknowingly support a brand that causes harm
• Consuming hidden, undesired toxins
• Fear of missing out (FOMO)
• Others may not agree with what I consider to be “awesome” (they may think a drink I LOVE is just fine)
• Confidence that we chose well
• Finding a product that they love
• A brand that not only delivers on their promises but exceeds them
• Best possible outcomes for the amount of money they spent
• Letting others down
• Making a choice where the costs greatly outweigh the benefits
• Miss out on meaningful opportunities
• “Never again will you have to sacrifice bliss for your buzz.”
• “Experience the “hoppy trinity” of Dr Hops: where you feel good when you drink it, you feel good when you’re done and you feel good about how it was made.”
• “Sure there’s a lot of cheaply-made (and cheap tasting) alcohol out there - but that’s not us. Come and see what you’ve been missing.”
• Value better taste AND better ingredients
• Life is a compromise but not an abandonment of principles
• Ends are more important than means, but the means still matter
• Social proof is critical (as they’re highly influenced by other’s impressions)
• Want the drink to be refreshing
• Drink needs to taste good, not “funky”
• They love products that are easy to share with others
• The drink is delightful but not distracting (in other words, it’s not the main event)
• Get more value out of the money they spend
• Be liked and appreciated by others
• Bring “cool and different” drinks to the party that people love
• To feel alive in the company of others, sharing a drink and a life changing moment
• Attracted to products that taste great, look great and make them look great too
• My friends won’t like what I like
• Social rejection
• This won’t make me feel good
• It will taste funky, strange or gross
• I (and others) will not enjoy it
• Breath will smell like shit
• Not worth what I paid
• Confidence that we chose well
• Finding a product that they love
• A brand that delivers on it’s promises
• Best possible outcomes for the amount of money they spent
• Letting others down
• Making a choice where the costs greatly outweigh the benefits
• Miss out on meaningful opportunities
• “The flavor you want, the connection you crave and the experience you’ve been seeking - all in one.”
• “Be more than the life of the party. Bring life to the party.”
• “You’ll love our hard beverages so much you won’t know if you should hoard them or share them.”
• If the business fails it means I failed those who trusted me
• Money making drives decision making
• Strongly risk-averse
• Proof of consumer demand is necessary for purchase decision
• They believe in maximizing sales utilizing the least amount of effort
• Brands will only be successful if supplier puts in the work (supports brand)
• Success is a product of consistent, calculated steps
• They believe that younger consumers are less interested in a low price than they are in finding a quality product at a fair and responsible price
• Find especially lucrative business opportunities
• Stable, predictable income
• Supplier dependability and integrity
• Supported by supplier
• Personal relationships are as important as brand reputation or product innovation
• They want to be acknowledged by their peers for their wins
• Make money and live the lifestyle they want doing what they know how to do best
• They don’t want to threaten or compromise the success they’ve worked so hard to achieve
• Retailers care about consumer demand and market data
• DSDs care about placements more than perceived consumer demand
• Take a risk that makes their business suffer
• Buy products that require more effort for less results
• Having their business model/key activities disrupted
• Concerns over profitability keep them up at night
• Confidence that we chose well
• Finding a product that they love
• A brand that delivers on it’s promises
• Best possible outcomes for the amount of money they spent
• Letting others down
• Making a choice where the costs greatly outweigh the benefits
• Miss out on meaningful opportunities
• “Why should you carry Dr Hops? Because people buy ‘em, they love ‘em, and they always come back for more. Dr Hops delivers: every single time.”
• "Pioneering the "beyond-beer" revolution, we are shaping the future of hard beverages."
• "With both a higher ring and a higher per-unit profit than beer or hard seltzer; what more could you want?"
Good communication is not determined by how something is said but by how it’s heard. To be able to speak with influence and to inspire action in our people, it requires that our brand speaks with a clear and familiar voice. Clarifying archetypal identity helps us better understand the role our brand plays in the customer journey of our audiences and will clarify the voice through which our brand speaks.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.
(Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender and age. It represents an eternal truth.”
Jon Howard-Spink, Planning Director at Mustoe Merriman LevyThe Hedonist seeks to find the good things in life. Motivated by a massive appetite for all that is pleasurable, the Hedonist indulges in the sensual and the sexual. Meaning is found in the expression of the physical joy of being human. Heightened senses and desires guide the Hedonist toward experiences that are rich with stimuli and pleasure.
To fully embrace the rich characteristics of this archetype, others must release society’s interpretation of the Hedonist being extremely selfindulgent. The Hedonist does not necessarily use the pursuit of pleasure and avoidance of pain as the only guiding system. There is an important difference between maximizing pleasure and optimizing pleasure. The term epicurean demonstrates this distinction. In the positive manifestation, the Hedonist represents optimizing pleasure and the manifestation of creative energy. As the capacity to experience pleasure is a key component to health and wellness, so too is knowing what one wants out of life and how to deeply appreciate beauty. The degree of yearning and hunger present in this archetype is reflective of the pull for physical ecstasy as a proxy for spiritual transformation. The Hedonist activates and gives rise to the resolve of these important elements of being human.
With an attractive personality, the Hedonist is generally uncomplicated, independent, witty and generous, and it celebrates living in the moment. The Hedonist is an important reminder that we need not be afraid of the seduction and control issues often associated with pleasure.
Meaning is found in the expression of the physical joy of being human. We elevate the human experience by elevating the drinking experience. Finds gratification in the satisfaction of the senses.
Drinking is a sensory experience: a moment that should be defined by optimal pleasure.
Unafraid of satisfying human needs through new sensory experiences.
Get your bliss and your buzz. We don’t think you should have to choose between the two.
Generally uncomplicated, independent, witty and generous.
In a category brimming with beverages that leave you wanting more, we show up and give you what you’ve been looking for.
More than anything, this archetype celebrates living in the moment. In every single moment you are free to make the most of it.
Examples: W Hotel, Burning Man, Poppits and the City of Las Vegas
The citizen is driven by a deeply instilled sense of personal integrity, fairness, equity and responsibility to the community. Meaning is found in the personal sense of alignment between beliefs and action. The Citizen fulfills purpose through service, stewardship, contribution and moral leadership. Having the courage to stand on principle, the Citizen possesses great energy and optimism balanced with pacing and pragmatism.
Willing to put others ahead of self, this archetype’s identity is shaped by the experience of being a peer rather than a subject or ruler. A continuous learner, the Citizen believes in and works to manifest values that are higher than profit or individual gain. In Rights of Man, Thomas Paine writes, “My country is the world and my religion is to do good.” The Citizen is motivated by this broad perspective: as one people, our humanity depends on positive action for the whole, and upon the celebration and respect of differences regardless of race, religion, gender or creed.
The Citizen finds freedom within responsibility. Able to put aside pointless partisanship, this archetype is neither an ideologue nor a martyr but rather a conscious change agent believing in the power of sacrifice and innovation to practically tackle today’s realities. Seeing the value in the collective, the Citizen is a systems thinker who trusts in the inherent good of human beings to contribute positively to society.
Driven by a deeply instilled sense of personal integrity, fairness, equity and responsibility to the community.
We make the best hard beverages on the market for the purpose of honoring and celebrating the people who drink them.
Willing to put others ahead of self, this archetype’s identity is shaped by the experience of being a peer rather than a subject or a ruler.
We make our hard beverages pleasurable and memorable, because we want all people to benefit from a better brand of alcohol.
Finds purpose and value in the alignment of principles and action.
Because we choose to honor the life and dignity of every living thing, each and every ingredient we use comes from the land, not the lab.
Characterized by stewardship, respect and accountability - this archetype has a strong tendency to be a good listener and a hard worker.
Because we stand for people having the best, we use real, authentic ingredients in every drink we make.
Courageous in how they stand on principle, possessing great energy and optimism balanced with pacing and pragmatism.
The world longs for a better hard beverage - and we’re gonna give it to them.
Examples: Rosa Parks, Chipotle, TOMS Shoes and Thump Coffee
Considered a source of knowledge and inspiration, the Muse finds fulfillment by breathing inspiration, vitality and optimism into others to create new insights and forms. Illuminating truths and offering sustained energy, the Muse brightens the dark corners of the human mind. This archetype brings energy and radiance to situations.
The Muse is in sacred alliance with its partner to inspire creative endeavors. Enabling the creative juices to flow, this archetype arouses great passions to further the expression of talent. The Muse expands horizons and fuels creativity. In the Muse, the best and most beautiful aspects of the viewer are seen reflected in the face of another.
The term muse originates from Greek mythology. Classically, there were nine Muses referring to the daughters of Zeus and Mnemosyne. Considered an instrument of a higher power, the Muse is a conduit to understanding the creative space between the worlds.
Driven by the experience of flow in which time is lost to the fullest engagement of the self, the Muse finds purpose in supporting, inspiring, loving and encouraging the artist lucky enough to be graced by this archetype’s attention. The Muse brings a sense of the magical and inspires a broad range of practitioners, from scientists to teachers to artists and anyone aspiring for something beyond their reach. This archetype functions as a facilitator in that merely by yearning for the Muse, the recipient becomes more expansive, deeper and better than before.
Breathes inspiration, vitality and optimism into others to create new insights and forms.
Even a single sip of Dr Hops can make a person feel inspired, excited and alive.
Brings energy and radiance to situations. Drinking our hard beverages create unforgettable “holy shit” moments. Expands horizons and fuels creativity.
At Dr Hops, we make life-altering hard beverages and experiences that inspire the imagination.
Finds purpose in supporting, inspiring, loving and encouraging the artist. We make a better, more life-affirming alcohol - drinks that encourage a happier life with minimal impact on your health.
Inspires anyone aspiring for something beyond their reach. When you reach for Dr Hops you breathe life into your potential.
Examples: Yoko Ono, Gertrude Stein, Miss Lala and Tumblr.com
The Reformer does not believe in throwing the baby out with the bath water but rather seeks to improve the existing system. Distinguished from the Activist by leanings toward gradual rather than sea change, the Reformer has no need for the limelight. Satisfaction is found in improved outcomes. Observing violations, justifications and problems in the system, the Reformer can act as a watchdog or whistle-blower.
The Reformer’s philosophy reflects principle-based decision making, purpose, self-control and the pursuit of perfection. This archetype operates under a sense of having a mission to overcome adversity. Imminently practical, the Reformer seeks to reduce disorder and be useful.
The Reformer is highly instinctual and passionate and looks for acceptable ways to rationalize decisions and action. Possessing an advanced ability to see what’s missing, the Reformer instinctually is pulled to modify and restructure. The Reformer wants to be right, to strive higher and to improve everything. Living in relentless application of ideals and expectations, this archetype seeks to avoid criticism by applying rigorous logic and justification. The Reformer believes in the possibility of rehabilitation and strives to correct legal, political, religious and environmental abuses.
Does not want to throw the baby out with the bath water, but rather seeks to improve the existing system.
It’s hard to find good and honest alcoholic beverages. It’s why we advocate for and deliver maximum transparency: so drinkers always know what they’re really drinking.
Observes problems from within the system and acts as a watchdog or whistle-blower.
In an industry that has historically circumvented transparency, we’re showing our competitors a better way.
Possesses an advanced ability to see what’s missing.
We see that people want healthier, more honest alcohol and that this is the future. We’re doing what we need to do now to create that future.
Desires to strive higher and improve everything
From concept to consumer, we never truly come to an arrival point. When we make an amazing drink, our thought is always, “Now how do we beat that?”
Strong in their ability to hold to their principles.
Because we value love and integrity, we value truth. Telling the truth is central to embodying love and living with integrity.
Examples: Environmental Protection Agency, American Civil Liberties Union, Horse Power and Spillfix
People desire authentic human connection - the kind that moves and inspires. They want to know others and they want to be deeply known. However, to be known by others requires that we first know ourselves: who we are, as well as who we are not. Defining both areas for our brand helps us speak with greater influence because it establishes clear parameters for how we come across to those we’re speaking to. This clarity helps build familiarity and trust among our people, thus stimulating ongoing engagement, relationship and loyalty.
It’s not a reach to say that our hard beverages are best-in-class - we’re just boldly speaking our truth because we’re proud of what we’re doing.
We’re making a big claim and we know it. In a category saturated with a wide array of products, we’ve found a way to make hard beverages taste awesome, without having to sacrifice the qualities that make them better for the body.
We’ve tried a lot of alcohol. A LOT of alcohol. And because we’ve tried a lot of alcohol we know that people are often forced to choose between something that tastes good, and something that does their body good. We don’t think people should have to choose, and now–because of us–they don’t have to.
In everything we do we are playful and invigorating - believing that anything is possible when you embrace change and go beyond convention.
What’s always been true about how we approach our work, is that we refuse to be fenced in by how others say something should be done. We got our start by believing that it was possible to make a healthy, hard kombucha taste awesome! No one else was doing it, and we simply could not believe that the reasoning was because it was impossible. Constantly looking to what can be; we are lively and approachable, inviting others to embrace the idea that you only live now - so make the most of it!
People are their most beautiful when they feel good - about themselves, about others and about their life. We don’t say this naively–because we know life isn’t always good–but we live by the principle that life for all of us is enhanced when people experience holy-shit type moments. The kind that bring meaning and joy into our lives. If our lives are simply an accumulation of moments, then we think these moments should be as good and as enlivening as possible: full of joy, pleasure and love - what we call “hoppiness.”
Savvy and highly-skilled in both creativity and craft, we make hard beverages that people love to drink (and that also love them back).
We’re reforming and evolving our category by making hard beverages that taste amazing (while still using real ingredients.) While some brands choose purity or health at the expense of flavor, others sacrifice purity and health for a flavor that appeals to the lowest common denominator. We are making it possible for everyone who drinks any hard beverage to have their cake and eat it too.
Because we believe that every person deserves the opportunity to make the most out of every moment - sacrificing health for flavor or vise-versa shall not be the only two options they have. They get a better hard beverage that accomplishes both. A drink that makes them feel alive, enlivened and capable of making the most out of their life.
We relate to the hardcore drinker and social drinker alike, giving each and every one of them an unprecedented opportunity to enjoy what they drink while knowing exactly what’s in it.
Confusion and deception are commonplace in our industry. Curious drinkers tend to feel uncertain about trying hard beverages they’re unfamiliar with, often because they don’t know what’s in them or they don’t know how they will taste. We cut through the confusion and invite people into the reality that there are hard beverages that are filled with goodness, that are better for them and that are undeniably great tasting. We, alone, make these hard beverages.
People have their reasons for why they feel unsure about hard beverages they haven’t tried before. Regardless of their reasoning, we get people excited about our revolutionary hard beverages - drinks that are exciting, enlivening and worth drinking.
The pages of this brand book equip us with the ability to speak on behalf of the brand clearly and cohesively, while clarifying any misunderstanding or ambiguity regarding who we are, the value we offer and why it matters to the people we exist for.
Messaging–for the most part–is subtext. It heavily informs how we write copy but isn’t always copy itself. Messaging also informs how creative work should look, feel and sound. This Key Messaging Framework is where we index the select parts of our messaging that can be immediately utilized as copy, whether for internal or external purposes. Expectations for tone of voice are also clarified in this section, by defining what brand character and personality should look and sound like in every expression.
OUR VISION
We envision a world where people will feel better about themselves and their future, partly because we showed them a way. Where we once saw alcohol being a means of escape or repression, we will instead see people truly enter into states-of-being defined by joy, gratitude and peace. We see the masses loving our hard beverages - and not because we stripped them of the ingredients or qualities that make them worth loving, but because they’ve experienced first hand how our drinks help them make the most of every moment. In a category shrouded in mystery, we’ll see competitors become more transparent and ethical in their processes - because we showed them a better way. This transparency will equip people to make better, more-informed choices - ultimately propelling them toward a more empowered and inspired sense of living. Those who partner with us in pursuit of this vision will find themselves at home in our midst and fueled by purpose - maybe for the very first time. As we continue to make the world’s tastiest and most life-giving celebratory beverages, we’ll see people grow in their love for themselves and others - which will truly transform the world we live in.
OUR STRATEGIC INTENT
To see all of life thriving and happy.
OUR MISSION
To elevate life and culture through beverages and joy.
OUR PURPOSE
From source to sip, we exist to do right by all nature and humankind.
BRAND CHARACTER
• Hedonist
We strive for ecstasy in every single moment.
• Citizen
We make hard beverages for the good of the drinker and our society.
• Muse
We inspire the imaginative and compel the creative.
• Reformer
We do right by all others, all the time.
BRAND PERSONALITY
• We are Best-in-class, never Subtle
• We are Playful, never Conventional
• We are Savvy, never Pessimistic
• We are Relatable, never Quiet
As people who make the most of every moment…
We believe that drinking is a moment of pleasure and that no moment should ever be taken for granted. We know that change is necessary for progress, so we eagerly embrace it. We think that a truly honest beverage gets its ingredients from the land - not from the lab. We believe that creating is for champions and copying is for chumps - that’s why everything we make is one-of-a-kind and unlike anything else out there.
We think that if you treat people like they make a difference, they will. This is why we strive to make the most of every single encounter we have with them. Ultimately, no moment is ever without meaning, and every person has the right to make the most of every single moment. So, cheers to the moments we’ve made, and to the moments we’ll make, together.
• “Never again will you have to sacrifice bliss for your buzz.”
• “Experience the “hoppy trinity” of Dr Hops: where you feel good when you drink it, you feel good when you’re done and you feel good about how it was made.”
• “Sure there’s a lot of cheaply-made (and cheap tasting) alcohol out there - but that’s not us. Come and see what you’ve been missing.”
• “The flavor you want, the connection you crave and the experience you’ve been seeking - all in one.”
• “Be more than the life of the party. Bring life to the party.”
• “You’ll love our hard beverages so much you won’t know if you should hoard them or share them.”
• “Why should you carry Dr Hops? Because people buy ‘em, they love ‘em, and they always come back for more. Dr Hops delivers: every single time.”
• "Pioneering the "beyond-beer" revolution, we are shaping the future of hard beverages."
• "With both a higher ring and a higher per-unit profit than beer or hard seltzer; what more could you want?"
How are we like the Hedonist?
• We elevate the human experience by elevating the drinking experience.
• Drinking is a sensory experience: a moment that should be defined by optimal pleasure.
• Get your bliss and your buzz. We don’t think you should have to choose between the two.
• “In a category brimming with beverages that leave you wanting more, we show up and give you what you’ve been looking for.”
• In every single moment you are free to make the most of it.
How are we like the Muse?
• Even a single sip of Dr Hops can make a person feel inspired, excited and alive.
• Drinking our hard beverages create unforgettable “holy shit” moments.
• At Dr Hops, we make life-altering hard beverages and experiences that inspire the imagination.
• We make a better, healthier alcohol - drinks that offer a happier life with minimal impact on your health.
• When you reach for Dr Hops you breathe life into your potential.
How are we like the Citizen?
• We make the best hard beverages on the market for the purpose of honoring and celebrating the people who drink them.
• We make our hard beverages pleasurable and memorable, because we want all people to benefit from a better brand of alcohol.
• Because we choose to honor the life and dignity of every living thing, each and every ingredient we use comes from the land, not the lab.
• Because we believe people deserve the best, we use real, authentic ingredients in every drink we make.
• The world longs for a better hard beverage - and we’re gonna give it to them.
How are we like the Reformer?
• It’s hard to find good and honest alcoholic beverages. It’s why we advocate for and deliver maximum transparency: so drinkers always know what they’re really drinking.
• In an industry that has historically circumvented transparency, we’re showing our competitors a better way.
• We see that people want healthier, more honest alcohol and that this is the future. We’re doing what we need to do now to create that future.
• From concept to consumer, we never truly come to an arrival point. When we make an amazing drink, our thought is always, “Now how do we beat that?”
• Because we value love and integrity, we value truth. Telling the truth is central to embodying love and living with integrity.
• It’s not a reach to say that our hard beverages are best-in-classwe’re just boldly speaking our truth because we’re proud of what we’re doing.
• In everything we do we are playful and invigorating - believing that anything is possible when you embrace change and go beyond convention.
• Savvy and highly-skilled in both creativity and craft, we make hard beverages that people love to drink (and that also love them back).
• We relate to the hardcore drinker and social drinker alike, giving each and every one of them an unprecedented opportunity to enjoy what they drink while knowing exactly what’s in it.
Make the most of this moment.™
80% of how our brains understand the world around us comes from vision - our primary sense. Additionally, our brain’s biochemistry determines why we consider some visuals more attractive than others. Having a logo that looks nice is not enough. We believe in good design, the kind that captures attention and compels to action.
Logo, typeface and color are all key ingredients to visual identity. The following pages provide clarity and guidance on how to put these elements to good use.
PANTONE
PANTONE
RGB: 36, 0, 93
HEX (#): 24005d
CMYK: 93, 100, 18, 20
A primary brand color.
RGB: 228, 0, 70
HEX (#): e20035
CMYK: 1, 100, 71, 0
A primary brand color.
RGB: 196, 219, 0
HEX (#): c4db00
CMYK: 25, 0, 100, 0
A secondary brand color.
PANTONE 6190
RGB: 70, 180, 227
HEX (#): 46b4e3
CMYK: 59, 3, 3, 0
A secondary brand color.
RGB: 240, 92, 184
HEX (#): f05cb8
CMYK: 5, 64, 0, 0
A secondary brand color.
PANTONE 705
RGB: 214, 132, 214
HEX (#): d684d6
CMYK: 14, 44, 0, 0
A secondary brand color.
PANTONE 7436
PANTONE 243
RGB: 255, 178, 48
HEX (#): ffb230
CMYK: 0, 28, 86, 0
A secondary brand color.
PANTONE 7506
PANTONE 383
PANTONE 2046
PANTONE 6081
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts.
The quickest way to undermine your brand is altering your logo— either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool.
Example of Body Copy. Calibri is a modern sans serif family with subtle roundings on stems and corners. It features real italics, small caps, and multiple numeral sets. Its proportions allow high impact in tightly set lines of big and small text alike. Calibri’s many curves and the new rasteriser team up in bigger sizes to reveal a warm and soft character.
These images represent how one experiences your brand or how your brand makes them feel. This imagery should instill a sense of clarity and boldness.
These images showcase scenes where the brand evokes sentimental journeys, companionship, and togetherness. The realized celebration of life, treasured moments, friendships, and places. In these situations, utilize images showing people enjoying one another on a personal and spiritual level.
These images should convey the experience of ecstasy, relaxation, peace, a sense of well-being.
These images should convey the experience of grandeur in the emotional and physical world.
These images should convey achievement and celebration of life's experiences and accomplishments. A life well-lived.
These images should convey the daring, energetic side of personalities.
Our language should always come across like a jolt of energy. Not something hyper or intense, but enlivening. Our customers shouldn’t just feel empowered and stoked-on-life when they sip our beverages - they should also feel this way after they interact with our brand.
• “Love for your body. Bliss for your buzz.”
• “Every sip of our real hard kombucha brings joy and honors life.”
• “We are surprising and delighting drinkers the world over.”
• “We use the absolute best in real and authentic ingredients.”
• “Drinking is a “treat yourself” kind of moment. So go ahead: treat yourself.”
Exciting, clever and brimming with moxie - the way our brand speaks should always inspire curiosity and intrigue.
Our language should never come across as arrogant or self-centered - but it should convey our commitment to product innovation and continuous improvement. We don’t have arrival points. When we make something amazing, we don’t just stop and say “alright, we’re good!” We want to keep making things better.
More than anything, we just want to make good alcoholic beverages that people love to drink–and that surprisingly–love them back. It brings us great joy to create delicious and delightful alcoholic beverages that put good energy into the world.
