Mock & Proper is for those who love the ritual of a great drink and the energy of a social night out, but value feeling just as good the next morning. Rather than a compromise, the brand positions itself as a premium choice for wellness-minded creatives and young professionals who want to stay socially engaged without the aftereffects. The challenge was to develop a visual language that fits seamlessly within an elevated, "speakeasy" aesthetic, capturing the prestige of a fine spirit without the traditional stuffiness or rigid expectations of the wine industry. The visual identity was designed to solve for both ends of the brand’s spectrum: maintaining a sense of quality elegance while introducing a friendly, playful appeal that sets it apart from legacy distillers. To achieve this, I developed a custom ampersand that serves as the brand’s visual signature. At first glance, the mark is technically precise and "proper," with the base weighted to mirror the elegant silhouette of a wine glass. However, upon closer inspection, the top of the character reveals a subtle winking face—a nod to the "Mock" in the name and a signal that the brand doesn't take itself too seriously. This visual pun bridges the gap between old-world craftsmanship and modern, playful spirit. To further balance this tension, I curated a color palette of soft tangerine and light turquoise, providing a fresh and inviting energy to contrast with the classic black and white typography.

Beyond the logo, I executed a scalable brand package designed to thrive in high-velocity digital environments. This included a modular social media framework that balances sophisticated typography with vibrant digital assets. By pairing classic serifs with a bold, contemporary palette, the visual system ensures that Mock & Proper commands attention in a crowded feed. This project ultimately showcases a blend of technical execution and a conversion-focused marketing strategy, establishing a cohesive brand voice that translates a complex vision into a compelling consumer experience.