Everclear
Credits • Art Direction: Veronica Jones (that's me!) • Creative Direction: Christian Lindsey • Copywriting: Macallan Lay, Eammon Azizi • Photography: Alona Jenkins, Amy Schromm • Production: Rachel Geringer •
Everclear has long been known for its high-proof punch and reputation as a party staple, but this versatile spirit is stepping into a new role. During the pandemic, a hand sanitizer shortage highlighted its practical uses, driving a surge in sales as consumers embraced Everclear for far more than cocktails.
To build on this momentum and leave its party-heavy image behind, Everclear was rebranded from a mixologist’s secret ingredient to an artisan’s essential. My personal goal for the brand was to reposition Everclear as a kitchen staple -- think of it as white vinegar’s spirited cousin. (Fun fact: both are excellent for cleaning windows.)
At its core, Everclear’s branding was designed as a literal blank canvas, reinforcing its identity as a "liquid blank slate"-- the ideal tool for makers of all kinds.
Building on this concept, I introduced Arts & Crafts-inspired typography, rich textures and watercolor overlays to craft a visual story that felt both trendy and timeless. These design elements helped position Everclear as a hidden gem for creative professionals, from DIY enthusiasts to culinary artisans.
Website Refresh
The original website was functional but in need of a refresh to fit the new direction of the brand. The updated site features easy-to-read recipe pages and an “INSPO” subpage, shifting the brand’s tone from “voguish mixologist” to “DIY professional”.
Recognizing the importance of practical information, I incorporated infographics into the site’s wireframe. These visuals became an essential tool for communicating Everclear’s many uses to its growing audience.
