THE BITTER HOUSEWIFE
CASE STUDY*
Background
The Bitter Housewife was created for Genevieve Brazelton and her whiskey-drinking friends. They didn't want to be talked down to, and they didn't want to be told what they like isn’t “correct”. Their artisanal bitters and bitters and soda canned drinks embody the great taste, real ingredients, and fun that they craved for alcoholic, low, and no-alcohol beverages. They are bitterly honest.
Challenge
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Define The Bitter Housewife's audiences
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Add more humanity and soul to the brand voice and empower the
owners to embody that voice
Use vivid language to tell the story of low and no-alcohol drinks and how -
The Bitter Housewife's products enhances them.
Project Scope
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Brand Audit
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Analysis of Direct & Indirect Competitors
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Brand & Audience Archetypes
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Brand Voice
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Messaging Framework
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Social Media Strategy
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90-Day Implementation Plan
What We 🤍'd
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Brainstorming with the clients about new ways to use their bitters in cocktails, low, and no-alcohol drinks.
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Putting our Top Chef expertise to develop the messaging framework because we used ALL the flavor-first language!
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Dan & Genevieve sending me a sourdough starter during the time we were working together
BRAND ARCHETYPES
THE BITTER HOUSEWIFE ARCHETYPES
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Companion
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Maverick
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Storyteller
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Shapeshifter
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Entertainer
AUDIENCE ARCHETYPES
AUDIENCE ARCHETYPES
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Everyman
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Explorer
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Seeker
THE BITTER HOUSEWIFE PERSONA
CHARACTER PROFILE
Our housewife embodies feminine energy but doesn’t subscribe to traditional gender norms. The bitters are her babies and she wants to use them in any way she can, so it doesn’t matter how it plays out (alcoholic or non-alcoholic) . She is a host and entertainer so she is always looking for ways to do something different and show off her babies and share them with others.
She would bring a welcome basket over to the new neighbors, but it would full of bitters, a fresh loaf of sourdough bread, a random Lego from their son (because it just got wrapped up in there), note that has a cheatsheet about the cool things in the neighborhood or the tea about the neighbors with their phone number in case the new neighbors need anything, a subversive cross-stitch with a feminist or quippy saying on it. It’s beautifully wrapped.
Friends of The Bitter Housewife:
● Anthony Bourdain
● Julia Child (on speed)
BRAND VOICE
APPROACHABLE
HONEST
FLAVOR-FORWARD
DESCRIPTIVE
PLAYFUL
TAGLINE
Be bitterly honest.
* Note: Some of the brand strategy is proprietary, and is not shared here.