Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of SRVD.
Positioning and founder story
Serious cocktails, playful spiritSRVD.
A woman-led cocktail brand out of Lagos, built with one big ambition: to become the first global beverage brand of African origin.
Visit instagram.com/srvd_cocktails ↗The real problem
A founder with a huge ambition and a story spread across a whole career. And a product, canned cocktails, that people often assume means convenience at the cost of quality.
What I noticed
SRVD was two things at once. Seriously good mixology, and a whole lot of fun. Most brands would pick one. And the founder's path, from Brand Ambassador to mobile bar to packaged drinks, was already the proof that she knew cocktails inside out.
The call I made
Keep both truths. The line became cocktails with a serious edge and a playful spirit: premium enough to be a status symbol, easy enough to go anywhere. Then let her story carry the credibility.
What I built
Rounds of value propositions, then a final Value Proposition and Messaging Guide with a customer persona, writing style and content pillars. Plus a Company Story tracing the founder's path from Brand Ambassador to mobile bar to canned cocktails.
The words
Cocktails with a serious edge and a playful spirit.
Welcome to SRVD canned cocktails, where serious mixology meets playful spirit. We bring you the highest quality cocktails, crafted with premium ingredients and canned for convenience without ever sacrificing taste.
Delicious, premium, go-anywhere cocktails whenever you want to be SRVD.
What happened
SRVD is out in the world now: ready to serve cans and pouches, a mobile bar and a mixology academy, pouring across Lagos and Abuja.
The lesson
When two truths pull against each other, keep both. That tension is the brand.
The work
What I brought
- Value proposition
- Messaging guide
- Founder story
- Company story
This work was created for The Bureau of Small Projects, on behalf of SRVD. All rights belong to the agency and the client.