Fee Brothers Fat Wash
Fee Bothers developed a first-of-its-kind line of water‑soluble Fat Washes designed to make savory cocktails faster, more consistent, and easier for mixologists to execute.
The challenge was bringing this new product to life through packaging and bringing this product to market through storytelling and education for multiple customer personas.
I was as the creative lead on this new product and launch designing packaging from concept to execution, developing a 4-part video series in partnership with a production team, and art directed product photos.
Fat Wash Packaging
After the initial launch of Fee Brothers new product packaging the design challenge presented entailed making this new product stand out as it’s own product line, yet feel cohesive with the entire family of products.
Fee Brothers came to the table with a vision for exploring use of kraft paper for a bottle wrap. This paper wrap is central to their line of bitters that feature a cream paper wrap.
With a goal of feeling premium yet accessible the final design solution became a black monotone print on brown kraft paper. This aesthetic embodies something out of an old-shcool butcher shop, which mirrors the product flavors.
Fee Brothers Fat Wash Series
In the challenge to speak to audiences of professional bartenders, distributors, and home mixologists, a 4-part video series was developed.
To speak to each audience and launch with a splash, an introductory hero video for the launch campaign tells the story of bartenders challenge with tradional fat wash and how Fee Brothers Fat Wash is the solution.
Additional videos share the story of how this product was developed, how the product is used, and finally how this product translates to real value.
My role in this video series was in sourcing and reviewing production partners, scripting the video series / developing interview questions, on-set shoot direction, and giving direction on the final edited product.
Fat Wash
Landing Page
Accompanying the product packaing and video series, I developed the UI for the Fat Wash landing page in collaboration with copywriters and client insight.
