RAISING THE BAR ON THE CLASSICS.

During the pandemic, pre-mixed Ready-to-Drink cocktails surged in popularity, especially among younger drinkers – and the trend shows no signs of slowing. Yet this increased demand also saturated the market. How could the New York Cocktail Company, a relative newcomer to the RTD category, establish a retail presence bold enough to break through? The key ingredient was a dash of Square Root Creative. Deeply rooted in New York style and sensibility – and driven by purposeful design – the SRC team crafted an elevated experience that captured the vital essence of the brand. Exploring concepts structured around the company’s sophisticated spirit and authentic pedigree, we served up a high-end visual identity featuring refined materials, custom graphics and a dynamic blue and gold color palette. This luxurious, premium look and feel was extended across all visual touchpoints, including in-store displays, storefront signage and a standout on-site collaboration with Nordstrom. Cheers!