Case Study
BHAKTA
Spirits
Luxury Spirits | 2021 – 2023
Translating Heritage Into a Modern Luxury Spirits Brand
Supporting BHAKTA’s launch into the premium spirits market by translating heritage into a modern brand, leading creative across product and marketing, and building the systems required to scale.
Overview
BHAKTA was entering the premium spirits market as a new brand built on rare Armagnac and a distinct point of view on luxury.
To launch successfully, the brand needed to establish immediate credibility while translating its heritage into a modern, differentiated expression.
As Creative Director, I led the development of the brand and built the creative foundation required to support launch across product, packaging, and marketing, while establishing the team and systems needed to scale.
The Challenge
BHAKTA was entering a highly competitive premium spirits market with an unfamiliar product and a small, fast-moving team.
The brand needed to establish immediate credibility while differentiating itself from both heritage houses and modern craft competitors. At the same time, it needed to balance historical depth with a contemporary point of view.
With limited internal resources and an aggressive timeline, the challenge was not only to build the brand, but to build the creative function required to support it.
My Approach
Define the Brand
Worked closely with the founder to define BHAKTA’s positioning, narrative, and point of view within the premium spirits market.
This included clarifying the brand story, aligning heritage with a modern perspective, and establishing a clear foundation for how the brand should be understood — before it was expressed.
Create the Visual Language
Led the design of BHAKTA’s bottle, packaging, and visual identity, translating the brand into a cohesive product and visual system.
From label design and typography to product photography and campaign imagery, the work balanced richness and restraint to create a distinct, modern expression of heritage.
Build the Creative Function
Built and led the creative function from the ground up, working closely with the founder and CMO to define team structure and ways of working.
This included hiring and directing internal talent, identifying and managing agency partners, and establishing workflows that supported both ongoing execution and larger brand initiatives.
Key Contributions
- Led brand development, identity, and positioning for BHAKTA Spirits
- Directed packaging design, bottle system, and visual language
- Led photography direction and campaign development for launch
- Built and led an in-house creative team while establishing agency partnerships
- Developed creative workflows to support both daily execution and large-scale brand initiatives
- Extended the brand across product, digital, retail, and marketing channels
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
SOCIAL
Case Study
BHAKTA
Spirits
Luxury Spirits | 2021 – 2023
Translating Heritage Into a Modern Luxury Spirits Brand
Supporting BHAKTA’s launch into the premium spirits market by translating heritage into a modern brand, leading creative across product and marketing, and building the systems required to scale.
Overview
BHAKTA was entering the premium spirits market as a new brand built on rare Armagnac and a distinct point of view on luxury.
To launch successfully, the brand needed to establish immediate credibility while translating its heritage into a modern, differentiated expression.
As Creative Director, I led the development of the brand and built the creative foundation required to support launch across product, packaging, and marketing, while establishing the team and systems needed to scale.
The Challenge
BHAKTA was entering a highly competitive premium spirits market with an unfamiliar product and a small, fast-moving team.
The brand needed to establish immediate credibility while differentiating itself from both heritage houses and modern craft competitors. At the same time, it needed to balance historical depth with a contemporary point of view.
With limited internal resources and an aggressive timeline, the challenge was not only to build the brand, but to build the creative function required to support it.
My Approach
Define the Brand
Worked closely with the founder to define BHAKTA’s positioning, narrative, and point of view within the premium spirits market.
This included clarifying the brand story, aligning heritage with a modern perspective, and establishing a clear foundation for how the brand should be understood — before it was expressed.
Create the Visual Language
Led the design of BHAKTA’s bottle, packaging, and visual identity, translating the brand into a cohesive product and visual system.
From label design and typography to product photography and campaign imagery, the work balanced richness and restraint to create a distinct, modern expression of heritage.
Build the Creative Function
Built and led the creative function from the ground up, working closely with the founder and CMO to define team structure and ways of working.
This included hiring and directing internal talent, identifying and managing agency partners, and establishing workflows that supported both ongoing execution and larger brand initiatives.
Key Contributions
- Led brand development, identity, and positioning for BHAKTA Spirits
- Directed packaging design, bottle system, and visual language
- Led photography direction and campaign development for launch
- Built and led an in-house creative team while establishing agency partnerships
- Developed creative workflows to support both daily execution and large-scale brand initiatives
- Extended the brand across product, digital, retail, and marketing channels
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
CONTACT
alexchennault /ət/ gmail /dɒt/ com
SOCIAL
Case Study
BHAKTA
Spirits
Luxury Spirits | 2021 – 2023
Translating Heritage Into a Modern Luxury Spirits Brand
Supporting BHAKTA’s launch into the premium spirits market by translating heritage into a modern brand, leading creative across product and marketing, and building the systems required to scale.
Overview
BHAKTA was entering the premium spirits market as a new brand built on rare Armagnac and a distinct point of view on luxury.
To launch successfully, the brand needed to establish immediate credibility while translating its heritage into a modern, differentiated expression.
As Creative Director, I led the development of the brand and built the creative foundation required to support launch across product, packaging, and marketing, while establishing the team and systems needed to scale.
The Challenge
BHAKTA was entering a highly competitive premium spirits market with an unfamiliar product and a small, fast-moving team.
The brand needed to establish immediate credibility while differentiating itself from both heritage houses and modern craft competitors. At the same time, it needed to balance historical depth with a contemporary point of view.
With limited internal resources and an aggressive timeline, the challenge was not only to build the brand, but to build the creative function required to support it.
My Approach
Define the Brand
Worked closely with the founder to define BHAKTA’s positioning, narrative, and point of view within the premium spirits market.
This included clarifying the brand story, aligning heritage with a modern perspective, and establishing a clear foundation for how the brand should be understood — before it was expressed.
Create the Visual Language
Led the design of BHAKTA’s bottle, packaging, and visual identity, translating the brand into a cohesive product and visual system.
From label design and typography to product photography and campaign imagery, the work balanced richness and restraint to create a distinct, modern expression of heritage.
Build the Creative Function
Built and led the creative function from the ground up, working closely with the founder and CMO to define team structure and ways of working.
This included hiring and directing internal talent, identifying and managing agency partners, and establishing workflows that supported both ongoing execution and larger brand initiatives.
Key Contributions
- Led brand development, identity, and positioning for BHAKTA Spirits
- Directed packaging design, bottle system, and visual language
- Led photography direction and campaign development for launch
- Built and led an in-house creative team while establishing agency partnerships
- Developed creative workflows to support both daily execution and large-scale brand initiatives
- Extended the brand across product, digital, retail, and marketing channels
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
CONTACT
alexchennault /ət/ gmail /dɒt/ com
SOCIAL