Brand worlds for
spirits brands.

The rules you work inside

• AGCOOntario's liquor advertising standards: no appeal to minors and no promotion of excess.
• CRTC alcohol codeNo emphasis on strength, and no link to social, sexual or business success.
• CFIALabelling rules for every can, bottle and case.
• LCBOListing, packaging and promotional requirements for the provincial channel.

1. 1

   Lore

   Who you are, who you stand against, and what you are called. The brief and the codex every other layer reads from.

2. 2

   Law

   What you can say, what you can charge, and how it is packaged. Offers and claims checked against your regulator.

   AGCO advertising standards, the CRTC alcohol code, CFIA labelling and LCBO listing requirements.

3. 3

   Language

   Voice, posts and ads that get noticed and still pass review.

   Lore and flavour, never strength, excess or social success.

4. 4

   Map

   Where people find you online, and how they book or buy.

   A where-to-buy map, an age-gated site and a page for every product.

5. 5

   Ground

   The physical space: arrival, flow, signage and the screens on your walls.

   Tastings, the back bar and the store display, built to the same rules as the label.

6. 6

   Artifacts

   Print, labels, packaging and forms: anything a customer can pick up.

   Labels, cases, shelf talkers and sell sheets ready for buyers and inspectors.

7. 7

   Machinery

   Intake, booking, follow-up and reporting, with AI doing the repetitive work and a person making the calls.

   Orders, distributors and stock by store, with the paperwork a listing needs.