In layman’s terms, Drop Loop is a tech platform for wholesale beverage ordering – connecting venues with local independent alcohol producers. My challenge lay in distilling and defining this concept to establish a unique verbal identity amid the sea of SaaS, B2B jargon, and tech-talk.

I worked directly with the founder to strategically position and sharpen the brand’s offering. This involved penning the brand narrative and taglines, tailoring external messaging for distinct audiences, establishing the brand's tone of voice, creating guidelines and examples, and developing campaign copy.
All in all, my aim was to make Drop Loop sound more like a real-life brand as opposed to cold-hard software.

The brand guidelines were created with frequent design collaborators, Double Slice Studio. Below is a selection of some of the work.