Spirited Stories
Dharma X Pernod Ricard launch 2022
I was brought in at the end of this project as a consultant to formalize the brand language and style guide for Spirited Stories, a wonderful travel concept from Dharma travel and Pernod Ricard.
THE TASK.
Led by travel experts Leah Howe and Dan Christian, the idea came about from a genuine desire to give people something different from the traditional group travel offerings. As with many start-ups, the photos were done, the trips were meticulously planned, but the mission, vision and values had not yet taken formal shape. They needed to land principles, language, and tone to bring it together across all touchpoints for a cohesive brand experience.
HOW IT WORKED.
The destinations for each trip centered around a Pernod Ricard brand, and the challenge was bringing each brand sensibility to the journey without compromising the Spirited Brand story. We landed on relying on Pernod Ricard’s sense of “convivialite” as a through line. It tied in nicely with the brand ambition to see the world, socialize, and eat and drink well.
THE RESULT.
Capturing the essence of a collection of traveling celebrations – more like a long weekend with friends than an organized tour - the brand principles and the tone of voice guide set them up ready for launch. The trips are now live, and totally wanderlust-worthy.
CREDITS:
DHARMA:
Leah Howe, Co-Founder & Chief Experience Officer
Dan Christian, CEO at Acceleration Team