Absinthe, Reimagined: Restoring Ritual and Relevance with In
A once-misunderstood spirit reengineered into a ritual worth believing in, now a cornerstone of Gate Eleven's evolving house of brands.
The Client
- Company
- Gate 11 Distillery
- Website
- gate11distillery.com
- Headquarters
- Chattanooga, US
- Employees
- 1-10
About Gate 11 Distillery
Gate 11 Distillery is a craft spirits producer and experiential venue located in Chattanooga's historic Choo-Choo terminal. They produce a diverse portfolio of small-batch spirits including whiskey, gin, vodka, rum, absinthe, and agave spirits, while operating an on-site bar and distillery tour operation.
The Challenge
Absinthe is one of the most mythologized and misunderstood spirits categories, shaped by prohibition-era fear, folklore, and gimmickry. Known for award-winning spirits developed with intention, Gate Eleven Distillery saw an opportunity to reintroduce absinthe as a serious, ritual-driven spirit for modern bars. This effort also marked Gate Eleven’s first strategic step away from operating as a single branded house and toward becoming a distinct house of brands, an evolution guided and recommended by Tavis Salazar.
Our Approach
Chameleon Collective partnered with Gate Eleven, where I served as Fractional Brand Strategist, Creative Director, and Minority Owner, leading Infâme from concept through relaunch. The original Infâme Blanche debuted in 2019 as Gate Eleven’s first expression of category exploration beyond core spirits. In 2025, we reintroduced the brand through a comprehensive rebrand and the launch of Infâme Verte.
Built around the idea of The Art of the Forbidden, the brand embraces absinthe’s illicit legacy while elevating it through precision distilling, restraint, and ritual. Inspired by La Belle Époque, Art Nouveau, and Southern mysticism, we developed a cohesive system encompassing naming, identity design, label architecture, core messaging, and launch assets. The creative direction emphasized botanical depth, quiet provocation, and back-bar presence without excess.
The Impact
Infâme emerged as a culturally credible, modern absinthe and a foundational brand within Gate Eleven’s evolving house of brands. The relaunch clarified Infâme’s point of view, expanded the portfolio with Verte and Blanche, strengthened on-premise relevance, and demonstrated how intentional brand development can restore relevance to even the most misunderstood spirits categories.
Featured Expert
The Chameleon who led this engagement.
