Food & Beverage
A Craft-to-Cocktail Brand for Gate 11 Distillery
Chameleon builds Gate 11 Distillery's brand and craft-to-cocktail experience, helping it stand out in Chattanooga's craft spirits scene.
Gate 11 Distillery
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
In a town where prohibition still echoes, Gate 11 Distillery set out to make world-class craft spirits and offer a distinctive distillery experience. To realize that vision, it needed brand positioning and an identity that respected the local culture and embodied its innovative spirit.
Our Approach
Chameleon Collective partnered with Gate 11 and its distillers and engineers to develop a craft to cocktail approach that celebrated the spirits and the experience, from tasting room to live music venue. We positioned the brand to engage patrons, shoppers, and restaurateurs, and delivered a full set of design work: a cohesive brand identity, messaging campaigns, packaging, collateral, custom iconography, and environmental design, each tailored to the spirits available only at Gate 11.
The Impact
The branding helped establish Gate 11 as a standout in Chattanooga's craft spirits scene. The craft to cocktail approach resonated with the target audience, drawing patrons and building partnerships with local restaurants, and the distinctive brand let Gate 11 tell its story and carve out a niche in a town still shaped by its prohibition history.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Brand Style GuidesBrandingPackaging Design