A new non-alcoholic spirit that lets you say yes to life’s best moments, Spiritless aims to be the category-defining NA brand of choice.

  • Brand Identity,
  • Packaging,
  • Photography

A Kentucky-based spirits brand well ahead of the curve, Spiritless is the first reverse-distilled non-alcoholic bourbon made in America. With a team of savvy and creatively-inclined founders and followers, this NA beverage company chose a category-defining name as bold as their vision for their brand.

Built on the idea of allowing people to say ‘yes’ to more experiences (despite demanding schedules and life’s responsibilities), Spiritless provides us the flexibility to define our own relationship to alcohol. Franklyn worked to build the brand from the ground up, from the core identity, to packaging, collateral, digital and delivery. The bourbon hits the shelves this summer, look out for the next Spirit soon after.

Brand Voice

We crafted a bold, approachable verbal identity for the Spiritless brand. Driven by its 'less is yes' positioning, this expressive tone of voice touches written content throughout the brand from above the line to the side of the bottle.


At the heart of the brand is an expansive set of iconographic illustrations that complement the broader Spiritless story and feature throughout all advertising, applications and packaging.


The Spiritless coming out party was an exercise in pairing the exceptional photography of collaborator Sidney Bensimon with the bigger brand world – the result was a memorable, iconic collection of materials across web, social and print.

  • Photography Sidney Bensimon
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