Helping Letterbox Cocktails define their Brand Strategy and develop a new brand identity
At OSER, we believe that a strong brand starts with a solid foundation. Letterbox Cocktails won The Business Show startup competition which OSER sponsored in November 2024. When we initially sat down for the brand strategy session it was clear they had a brilliant product—bar-quality cocktails delivered directly to your door—but they needed clarity on their brand strategy, positioning, and identity. Our goal was to help them define a compelling brand story, sharpen their positioning in the market, and create a distinctive visual language to set them up for long-term growth.
Building the Brand Foundations
We kicked off our work with Letterbox Cocktails by running an in-depth brand strategy session at 180 House London, designed to capture the essence of their business and distill it into a clear, structured framework. Here’s what we covered:
1. Brand Proposition & Core Message
What makes Letterbox Cocktails different? We worked closely with the team to craft a proposition that encapsulates their unique selling point: "Bar-quality cocktails, delivered to your door." This simple yet powerful statement became the anchor for all messaging.
2. Reasons to Believe
To build trust and credibility, we established key proof points that reinforce why customers should choose Letterbox Cocktails:
- Expertly crafted cocktails using premium ingredients
- Designed for ultimate convenience—delivered through your letterbox
- Created by mixologists for an authentic bar-quality experience
3. Market Positioning & Competitive Landscape
Understanding where Letterbox Cocktails fits within the drinks and gifting industry was crucial. We analysed competitors and identified their whitespace in the market—offering premium yet accessible at-home cocktails with a focus on quality and experience.
4. Target Audience Definition
Who are the ideal customers? Our research led us to define core audience segments:
- Cocktail lovers who appreciate premium drinks at home
- Gifting customers looking for thoughtful, stylish presents
- Home entertainers who enjoy hosting with ease
- Busy professionals who want a convenient yet indulgent treat
5. Brand Values & Personality
A brand isn’t just what it says—it’s how it makes people feel. We established key brand values to guide communication and experience:
- Quality: Crafted with expertise and premium ingredients
- Convenience: Effortless and hassle-free
- Sociability: Bringing people together over great drinks
- Playfulness: Adding a touch of fun and indulgence
6. Business Growth Objectives
Letterbox Cocktails wanted to scale beyond a niche audience. Together, we outlined growth priorities:
- Strengthen brand awareness and customer loyalty
- Expand into corporate gifting and event partnerships
- Develop seasonal and limited-edition cocktail ranges
- Leverage digital marketing to drive acquisition and retention
Bringing the Brand to Life Through Design
With a strong strategic foundation in place, the next step was translating the brand into a visual identity that resonated with its audience. We explored a number of design territories, each expressing different facets of the brand. These included:
- Elegant Indulgence: A premium, sophisticated aesthetic inspired by high-end cocktail bars.
- Playful & Vibrant: A bold, colourful direction emphasising fun and sociability.
- Modern Classic: A timeless design with clean lines and rich textures, balancing luxury with accessibility.
The Letterbox Cocktails team provided feedback on these directions, helping refine a brand identity that truly reflected their vision and market aspirations.
Through this process, Letterbox Cocktails gained clarity on who they are, what they stand for, and how they communicate their value to customers. With a strategic brand framework and a strong design direction, they are now positioned for growth and success in the competitive drinks market.
At OSER, we help brands like Letterbox Cocktails define, express, and activate their identity with confidence. If you’re looking to sharpen your brand strategy and stand out in your industry, get in touch with us today.