A glass of whiskey with ice cubes on an orange background with overlay text 'PROOF SYRUP'.

Proof: Handmade in Small Batches.

Proof Syrup, established in 2014 in Decatur, Georgia, specializes in handcrafted cocktail syrups designed to simplify the creation of classic cocktails at home. Their products combine high-quality ingredients like organic cane sugar, real citrus oils, and premium aromatic bitters to deliver authentic flavors.

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.

Vintage-style advertisement featuring a smiling man in a tuxedo holding a bottle of Proof Old Fashioned cocktail syrup and a glass with a drink. The text reads, 'This is as easy as it gets.'

Text stating, "We believe perfect cocktails - made quickly and simply, using the best ingredients - are an unassailable right for all humankind. That's why we created Proof Syrup."

Vintage style illustration of a man and woman by a pool enjoying drinks, with a bottle labeled 'Proof Margarita Cocktail Syrup' in the foreground and the text 'The Secret to the Perfect Margarita' at the top.

A bottle of Proof Old Fashioned cocktail syrup, next to a glass with ice and syrup, with a caption reading 'This is as easy as it gets.'

A vintage-style illustration of a group of five people celebrating with cocktails in front of a city skyline and fireworks, with a bottle of Proof Manhattan Cocktail Syrup superimposed in the foreground.

Retro-style illustration of a smiling red-haired woman in a red dress holding a cocktail glass in one hand and a bottle labeled 'PROOF COSMOPOLITAN' in the other, with a bold text overlay saying, 'Who needs a boyfriend when you've got a great hairdresser & a good Cosmo?'

A tray holding two glasses with ice, a sliced grapefruit, a small dish of red cherries and green cubes, a vintage book titled 'Pleasure Afloat', a large bottle of Proof Old Fashionsem cocktail syrup, a small green notebook with a compass emblem, and a gold spoon.

A bottle of Proof Margarita cocktail syrup next to a margarita glass with a lime wedge, set on a wooden surface.

A painting of a man with a suit holding a hat and a coat, with a drink on a table in front of him. Behind him is a room with a lamp, a framed picture, and a vase with flowers.

A vintage-style illustration of a man and woman facing each other, smiling warmly, each holding a glass of whiskey with ice. They are looking into each other's eyes, conveying a sense of intimacy and joy.

A painted scene of a bottle of Proof Margarita cocktail syrup with lime slices, a margarita glass, a short glass with ice, and a swimming pool with palm trees and a blue sky in the background.

A vintage style advertisement showing a man and woman close together, smiling and touching glasses of whiskey with ice. The word 'PROOF' is prominently overlaid in white text, with 'SYRUP' written underneath.

A bottle of Proof Cosmopolitan cocktail syrup with a glass of the cocktail garnished with a lime wedge, set on a wooden bar counter inside a dimly lit bar.