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Wild Roots was born from a simple idea: the belief that spirits should be made with real fruit and natural ingredients, free from artificial flavors, colors, or sweeteners. As the craft spirits industry expanded, the shelves became cluttered with mass-produced options filled with synthetic additives. Wild Roots set out to change that, offering consumers a truly authentic experience rooted in the flavors of the Pacific Northwest.
From the beginning, Watson Creative partnered with Wild Roots to build a brand that celebrated the purity of nature while crafting an engaging retail and digital presence that could compete in the crowded liquor market. Our work spanned branding, packaging, retail strategy, website development, and video storytelling, ensuring that every consumer touchpoint reinforced Wild Roots’ commitment to authenticity.
Oregon’s Willamette Valley is known for its abundant, flavorful fruit, nurtured by volcanic soil, pure water, and a mild climate. Wild Roots harnesses these natural advantages to craft its lineup of fruit-infused vodkas, gins, and botanical spirits, capturing the true essence of the region’s produce. Watson worked with the brand to translate this farm-to-bottle philosophy into a compelling brand story that resonated with consumers and trade buyers alike.
Our research uncovered key consumer behaviors that shaped how we approached Wild Roots’ messaging. We found that craft spirit consumers are increasingly drawn to authenticity, transparency, and natural ingredients. People weren’t just buying vodka—they were buying a story, an experience, and a connection to the land. By emphasizing the integrity of Wild Roots’ process and the provenance of its ingredients, we created a brand position that spoke directly to the values of today’s conscious consumers.
Wild Roots’ packaging had to do more than just stand out—it had to tell the story of each fruit, each ingredient, and each bottle’s connection to the Pacific Northwest. Watson developed a cohesive packaging system that balanced elegance with clarity, using:
• A clean and modern label structure that unified the portfolio while allowing individual flavors to shine.
• Hand-drawn illustrations of each fruit, reinforcing the all-natural, real-ingredient story.
• A premium yet approachable aesthetic that felt authentic to craft spirits consumers.
This design system allowed Wild Roots to expand its portfolio while maintaining strong brand recognition, ensuring that every new product release fit seamlessly within the broader brand family.
Wild Roots has successfully expanded its footprint across multiple states, grown its product portfolio, and strengthened its brand loyalty among craft spirits consumers. With a refined brand, cohesive packaging, an engaging digital presence, and compelling storytelling, the brand has positioned itself for continued growth in the competitive spirits market.
The partnership between Wild Roots and Watson Creative remains ongoing, with new innovations on the horizon. As the brand continues to expand, we look forward to evolving its marketing strategies, introducing new product lines, and ensuring that Wild Roots remains a leader in all-natural, fruit-infused spirits.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
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