CASE STUDY: HALLOCK + FAR NORTH SPIRITS
PHASE 01 : DISCOVER
LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.
FOR HALLOCK + FAR NORTH SPIRITS THIS CAME TO LIFE IN THESE WAYS →
We were asked by Far North Spirits and the City of Hallock to develop a refined communications strategy and overall vision for the town that unified everyone under the same sentiments and goals. After hundreds of conversations, helping in the distillery and attending morning cards at the local diner with a group of former mayors, we determined that both Far North Spirits and Hallock embody a true sense of community that has been lost in a digital age. We strategized on how to position the benefits of rural life, how a internationally renowned spirits company can flourish in such a remote place and how this manifests throughout the town, in the press and around the world.
We were in it for the long haul with Far North Spirits, waiting years for the perfectly aged whiskey. We reset the timetable, practicing patience while building anticipation over a long period of time. Now, Far North Spirits can never produce enough whiskey to fulfill demand.
To develop a cohesive vision for the future of Hallock, we looked to it’s rich past as a trade route between the Twin Cities and Winnipeg. This made the Hallock Hotel, and it’s many iterations, the centerpiece of their transient culture.
The City of Hallock published a book celebrating it’s Centennial. In it, they documented prominent families, historical moments in the city's history, population growth, agricultural advancements and famous people from the town.
The remote location of Hallock and Far North Spirits lends itself to a luxury travel experience. To visit, one can drive six hours from the Twin Cities or hop in a small plane and arrive in a fraction of the time.
The symbiotic relationship between Far North Spirits’ single estate spirits, the town of Hallock and it’s remote place in the world were what made them unique. Their distinctive whiskey featured in restaurants like chef Eric Ripert’s Le Bernardin and chef Dan Barber’s Blue Hill Stone Barn is bottled by small town folk trading tater tot hotdish recipes.
TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.
FOR HALLOCK + FAR NORTH SPIRITS THIS CAME TO LIFE IN THESE WAYS →
After interviewing the majority of the town and spending countless hours with the Far North Spirits team, we identified a series of themes that could be harnessed. The correlation between their remote location and quality of product created an experience worth traveling long distances for, many residents born in Hallock left the town for school or jobs and returned with a drive to bring what they learned from urban areas to better the town and, with that, understand how a single person or business’ vision can greatly influence the perception of the town to the outside world.
From an aesthetic perspective, the cult classic film “Paris, Texas” directed by Wim Wenders, establishes the Texas landscape as a character in the film, playing a much deeper role than simply a location.
Destination Scandinavia like Magnus Nilsson’s Fäviken were an inspiration, as guests were required to travel many hours past urban areas to fully enjoy the experience. Lodging, food and spirits were part of the offering.
If you drive north toward Hallock, you will understand why the Interstate typeface was created for easy legibility at high speeds. The integration of interstate into the type system for Hallock was a nod to the industrial roots of rural towns.
Donald Judd, well known American artist in minimalism, was an incredible example of how a singular person and their vision can draw international attention to a small town, in his case Marfa, Texas, to transform a place and build a new industry.
PHASE 02 : POSITION
INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.
FOR HALLOCK + FAR NORTH SPIRITS THIS MEANT →
We knew that our work would need to be an evolution and would take place over time. For us, it manifested through a modernized brand, a reinterpretation of signage, a communication strategy that highlighted the benefits of living in a rural area and a new tag line, “things are clearer up here” highlighting a more simple way of life and the open plains.
The sense of place in Ditte Isager’s photography served as an inspiration. She is the master of how to highlight a product, and it’s origin in a serene and elevated way.
PHASE 03 : EXECUTE
EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.
FOR HALLOCK + FAR NORTH SPIRITS THIS CAME TO LIFE IN THESE WAYS →
We were asked by Far North Spirits and the City of Hallock to develop a refined communications strategy and overall vision for the town that unified everyone under the same sentiments and goals. After hundreds of conversations, helping in the distillery and attending morning cards at the local diner with a group of former mayors, we determined that both Far North Spirits and Hallock embody a true sense of community that has been lost in a digital age. We strategized on how to position the benefits of rural life, how a internationally renowned spirits company can flourish in such a remote place and how this manifests throughout the town, in the press and around the world.
PHASE 04 : AMPLIFY
CONSISTENT NURTURING → Once we have developed a strong foundation for your business and brand, we must continue to nurture it. Your brand must stay consistent in design and communications to ensure the success of our work together. This is a long term investment that calls for unwavering attention. Our deep work in discovery, positioning and execution arm us with a rich content and strategies to share your story and business with the world that builds awareness and growth.
FOR HALLOCK + FAR NORTH SPIRITS THIS CAME TO LIFE IN THESE WAYS →
When telling the Far North Spirits and Hallock story, we needed to communicate an experience worth traveling for. We constantly spoke to the uniqueness of the area, the warmth and hospitality when you arrive and the product that you can’t experience or create anywhere else in the world.
We harnessed a new way of using the French word terroir, meaning the effect of environmental conditions on wine and used it to describe spirits. Far North’s single estate spirits makes it unlike anything else in the world.
We highlighted the contrast of this small town and how it can foster a thriving distillery that provides liquor to some of the best restaurants in the country. This allowed for us to focus on what is real versus embellishing a story or repositioning the brand and place. We simply gave them permission to be who they were.
TRADITIONAL PR PLACEMENTS
