Creating a bolder brand for Whisky Chicks

Whisky Chicks already had a loyal following, but the brand was not doing enough to welcome new people in. I helped reposition it with a more approachable, confident, and modern identity – then brought that direction to life across the website, voice, merch, events, and member experience.

The Challenge

The original Whisky Chicks brand felt dated and narrow. It leaned a little old-timey and did not fully reflect the kind of experience the organization wanted to create: approachable, bad-ass, educational, and welcoming to a broader group of women interested in whisky.

They needed more than a visual refresh. They needed a brand that felt clearer, more current, and more alive in the real world – something that could connect across digital touchpoints, events, and merchandise while still feeling true to who they were.

The Idea

Create a brand that felt modern, confident, and easy to join.

I developed three distinct brand concepts, each with its own visual direction and tone. One kept more of the old-timey character but updated it for a more modern audience. One pushed in a much more contemporary direction, with a bolder logo and graphic patterns. The third landed in a more classic, simple space – modern, but still grounded.

That final direction became the chosen path.

From there, I translated the brand into a full system: logo, color palette, voice, website direction, merch concepts, signage, and event materials. A key part of the identity was the line "REAL WOMEN. REAL WHISKY." – a message that helped anchor the tone and make the brand feel both welcoming and self-assured.

The Result

The updated brand gave Whisky Chicks a clearer identity and a stronger way to connect with modern women looking for community, education, and a more approachable way into whisky.



Once launched, the new website achieved a 17.1% conversion rate, giving the organization a measurable lift alongside a stronger look and voice. Beyond the website, the refreshed brand carried through to merch, signage, event materials, and the broader member experience — helping the brand feel more consistent, more memorable, and more lived-in.