Solara Brand Identity & Style Guide

Style Guide & Packaging
  • Color Palette
  • Vector Art
Digital Marketing

Market Research

Competitor Analysis
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Handcrafted Spirits - Punta Gorda


Siesta Key Rum - Sarasota

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Rum Distillery - Cape Coral


Fort Myers Brewing Co.

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List Distillery - Mr. Toms Spirits


Millenial Brewing Co.

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Products & Branding

"Small Batch Spirits using the best ingredients from the great state of Florida"

Rum | Rumshine | Vodka 

At the Distillery:


Monday – Friday: 9am-5pm

Saturday: 11am – 5pm

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Entertainment / Food

Only Free Tours each hour /

Monthly Parking Lot Party

Tastings around town/at events


Verbiage on Bottle:

"Handcrafted + Small Batch"

"Distilled From Premium Florida Kane Sugar"

"Rum with Natural Flavors Added"

Great Website. Emphasizing Florida Ingredients, Handcrafted, Locally Sourced etc... Website is driven toward Booking a Tour and "Where to Buy". 

At the Distillery:


Monday – Friday: 9am-5pm

Saturday: 11am – 4pm

Products & Branding

"FIRST certified 100% Sugar-Free & Gluten-Free Vodka!"

Vodka | Whiskey | Gin | Rum

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Entertainment / Food

Have a Giftshop/Storefront 

Tours by Reservation - $10 -

Great tour reviews on Google

Verbiage on Bottle:

"Vodka with Natural Flavor"

"Handcrafted in Fort Myers, USA"

Sugar Free Badge


LIST Distillery - Spirits Branded as Mr. Tom's. Large gift shop with tours that need to be reserved, good reviews of tours on Google. Website has Order Online for bottles through 3rd Party.

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Products & Branding

"Small Batch Handcrafted Florida Spirits"

Mainly Rum | Some Whiskey

At the Distillery:


Monday – Friday: 11am-5pm

Saturday: 11am – 4pm

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Entertainment / Food

5 Free Tours per Day - Schedule ahead with 10+ Guests

Verbiage on Bottle:

"Traditional Handcrafted Small Batch"

Rum Infused with Orange Peel & Spices

Distilled from Grain & Cane Charcoal Filtered

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Good Reviews of Free Tour/Tasting on Google.

Products & Branding

"Florida's Finest Craft Spirits"

At the Distillery:


Monday – Saturday: 10am-5pm

Saturday: 11am – 4pm

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Entertainment / Food

Free Daily Tours - Register Online

Also - Have Popular Tasting Room & Gift Shop

Verbiage on Bottle:

"Florida's Finest Craft Spirits - Siesta Key"

*Rum with Natural Flavors

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*Distilled in Sarasota Florida

*Small Batch Family Owned



Use as Inspiration for Packaging - Side Containers with Product Attributes in addition to Logo & Flavor
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*Used to be branded as Drum Circle Distilling but rebranded to Siesta Key. Packaging does a great job thoroughly adding value to the product. Older crowd in Photos & Videos

At the Brewery:


12-8 Week

12-11:00 Wknd

Entertainment / Food


Food Truck & Live Music Schedule

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Food Truck Rallies + Live Music Thursdays

35,000+ Facebook Likes

11,000+ Instagram


Trivia Tuesday - Live Music Wednesday - Saturday - Outdoor area, tents, cornhole. Seasonal Events "Sunday with Santa"

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Daily Events, Food Truck, & Live Music Schedule. Brewery is open much later than the distilleries listed above + More Event & Outdoor Oriented.


At the Brewery:
Closer to Downtown


Weekdays 4-9

Fri Sat: 12-10

Entertainment / Food

Friday Night Live Music 6-9
Dog Days, 5ks, and other events throughout the week
FOOD: Rotating Foodtruck Schedule - Multi-Truck events on Weekends

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Many Events, Younger crowd, large indoor and outdoor space, rotating foodtrucks, close to downtown

Key Takeaways

  • There seems to be a significant difference when comparing the Current Distillery Model to the Brewery Model. The four distilleries researched above are all pretty similar. All of them are closed by 5:00 PM, they seem to each be lacking in events & live music, cocktails, the main point of focus is booking tours and tasting room visits where there is no mention of food or entertainment. On the other hand, both breweries are open for evening hours, have extensive event calendars, have outdoor areas & tents, & promote the food truck experience as well.

  • How do we tap into a crowd that wants to come out weekly and not just for a one-time gift shop tour? Events, Outdoor Space - Rebranding "Tasting Room" to "Cocktail Bar or Cocktail Room?" Don't want people to think we just do tours & gift shop.

  • Branding: The top distilleries each have a symbol that allows their brand to be identified, whether that is a Dolphin or an Alligator. We need a simple Vector (Maybe a Sun & Waves) that can be tied to our Brand Image of Solara. Each Distillery also has one name that encompasses their bottle branding and the name of their distillery - need to fully brand as Solara - not Solara by Waterman's Distillery (No brand equity in that).

  • Packaging: Most bottles emphasize Hand Crafted, Small Batch, Florida, Natural Flavors. Take Note of the Siesta Key bottles that do a great job emphasizing individual fresh ingredients for each flavor, family owned, & Made from Florida Ingredients.



"People don't buy what you do, they buy why you do it. "



Handcrafted from Florida-Harvested Ingredients


Brand Story


Core Values

Product Description

Choosing the right language to convey what we create in the most attractive way possible

People want to know what they're consuming, how to keep it simple?

Current Labeling:

"Grain Neutral Spirit with Natural Flavors"

Possible Suggestions:

  • For the core product description on bottles, should we use something else instead of "Grain Neutral Spirit"? Whiskey? Neutral Spirit?

    • "Florida Handcrafted Spirit"

    • "Florida Handcrafted Neutral Spirit"

  • On each bottle, having a badge similar to Siesta Key pointing out specific fresh ingredient included in the Bottle

    • ex: Made with Locally Roasted Coffee Beans​

    • ex: Made with Farm-Fresh Jalepenos

  • Can we add a qr scan or website link for cocktails on bottles?


Target Audiences


Style Guide & Packaging



Previous Waterman's Typography

Impact Font

New Concepts














Logo Design Concepts

My Post.jpg
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* These are simple mockups. Ideally the logo would consist of a sun in the background, peaking over the center of the logo as the main focal point. Need more of an illustration aspect and cohesiveness to bring everything together. Possibly waves crashing underneath the logo to enhance design.

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Labeling Concepts

Previous Bottle:


New Labeling has to Provide more Context & Value (Siesta Key)

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Digital Marketing


Social Media

Content Themes

  • Instagram
  • Facebook
  • YouTube
  • Sunshine

  • Beaches

  • Fruit

  • Cocktails

  • Golf

  • Family-Owned

  • Dogs

  • Fort Myers

  • Ingredients

  • Production Footage

  • Event Promotions

  • Food Trucks

  • Cocktail Recipes

  • Educational Content




Website Design

Domain Name:


Navigation Menu

Home | Spirits | Cocktail Bar | Our Story | Recipes | Contact Us


Main Banner
Slideshow with Beach Imagery in the Background with 3d Bottles Overlaying

Left Column
Image of Our Location "Visit Our Distillery"

Right Column
Image of Products "Explore Our Spirits"

Tropical Imagery : "Our Story / Learn About Solara"
- Emphasizing attributes all natural / Florida harvested ingredients

Instagram Gallery Embedded