Proof Syrup is a premium cocktail syrup brand handcrafted in small batches. Known for elevating at-home mixology, Proof needed a stronger emotional hook to compete in a saturated market and connect with both connoisseurs and casual drinkers.

Campaign creative direction supported by strategic brand profiling, including customer segmentation, personality alignment, and narrative development.

Proof had a strong product but lacked a campaign that captured its full cultural potential. The visual identity didn’t yet communicate the ease, sophistication, and nostalgic charm that the brand could own.

We developed a campaign rooted in mid-century Americana, evoking the charm of vintage advertisements while framing Proof as the effortless choice for serious cocktails. Using brand archetype analysis and audience insights, we created a visual and narrative system that balanced retro appeal with modern mixology.

A distinct, memorable campaign that elevated brand perception, improved engagement, and deepened emotional connection with both new and existing customers.