How strategy, a new name, and a fresh label prepared Santa Fe Spirits’ gin to travel beyond the Southwest
The Southwest grows some of the world's most distinctive botanicals. As Santa Fe Spirits prepared to enter new markets, they asked us to build a gin line worthy of them. Starting with archetypes and personas, we repositioned their gin as Desert Bloom, launching with two expressions: Purple Sage and Prickly Pear.
The old label was muted and missed both the floral ingredients and the women who make up most of the brand's buyers. So we went bright. A sharper, angular bottle stands out on the shelf, and a colorful label draws on Southwestern wood carving and signage. Each flavor pairs a plant with the creature it feeds: hummingbirds for Purple Sage, quails for Prickly Pear. The result is an unmistakably Southwestern identity, with the awards to prove it: a 2025 Ad Club The Fifty Award, Silver at the 2025 One Club Denver Awards, and Silver and Bronze for the gins at the 2026 San Francisco World Spirits Competition.
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