02 · System

The brand, end to end.

A live specification of the Spritzies brand system. Every value on this page is read directly from the frozen canon — logo rules, typography, palette, voice, tone, refusals, operating model, application surfaces. Source of authority: the V1 brand identity PDF (visual) and the V3 master brand & marketing document (voice).

canon · Spritzies · frozen 2026-05-28

Contents

02

Typography

Two families. Three roles. No third family permitted.

Headline · primary

Drink smarter.

Family
Bricolage Grotesque
Weight
Bold (700)
Use
primary headlines · hero typography · CTAs

Headline · secondary

Australia’s first venue-grade premium vodka spritz.

Family
Bricolage Grotesque
Weight
Regular (400)
Use
secondary headlines · sub-heads · section labels

Body

Spritzies sits between cheap seltzers and premium cocktails — for the moment — creating a Premium Light RTD category. Electrolyte-infused. Real fruit. Smooth spirits. Built for the social occasion that doesn’t compromise the lifestyle.

Family
Manrope
Weight
Light (300)
Use
body text · paragraph · long-form

Fallback policy

Only system fonts permitted when brand fonts cannot load. No third font family.

03

Palette

Five colours. One refusal: never blue.

midnight violet

#110320

RGB
17 · 3 · 32
CMYK
81 · 82 · 55 · 74
Var
--c-midnight-violet

primary background · deepest brand depth · all hero panels default here

dusty pink

#E4A9D4

RGB
228 · 170 · 212
CMYK
6 · 40 · 0 · 0
Var
--c-dusty-pink

primary accent · CTAs · headline highlights on dark · feminine warmth

mauve

#8E6A86

RGB
142 · 106 · 134
CMYK
44 · 66 · 28 · 3
Var
--c-mauve

mid-tone · secondary accent · dividers · subtle gradients

soft lilac

#CBB7CF

RGB
203 · 183 · 207
CMYK
17 · 29 · 4 · 0
Var
--c-soft-lilac

tertiary tint · light surfaces · cards on dark · subtle backgrounds

graphite

#2B262C

RGB
43 · 38 · 44
CMYK
71 · 70 · 58 · 65
Var
--c-graphite

near-black · body text on light · alternate to violet · neutral depth

Application rules

Primary comboMidnight Violet bg + Dusty Pink accent + soft lilac/mauve secondaries
Light combowhite/soft-lilac bg + graphite/violet text + dusty pink accent
Neverblue (non-canon · explicit anti-pattern shown in PDF p.5)
Contrastverified for Dusty Pink on Midnight Violet (large text + buttons) · audit on body sizes
Print vs digitalCMYK = print · RGB = digital (per PDF p.7)

04

Voice

Cool. Trendy. Aesthetic. Ambitious. Creative. Read by founders, not by promoters.

Primary adjectives

CoolTrendyAestheticAmbitiousCreative

Ambassador voice set

AmbitiousCreativeModernStylishEntrepreneurialSocially relevant

This, not that

✕ Avoid

Usual drinks branding (loud, party-bro, sugary, cartoonish)

→ Instead

Cool, trendy vibe steering away from drinks-category default

✕ Avoid

Health claims / 'healthier'

→ Instead

Adjacent to health-conscious space · 'a drink where you can have a couple and not feel guilty'

✕ Avoid

Traditional alcohol advertising (Casamigos lesson)

→ Instead

Lifestyle circles, creative networks, hospitality culture

✕ Avoid

Promoter influencers

→ Instead

Creators who CREATE (Liquid Death lesson · creators not promoters)

✕ Avoid

Follower-size chasing

→ Instead

Brand fit + quality of audience + content style + community respect

✕ Avoid

Mass-market RTD positioning

→ Instead

Lifestyle accessory like a handbag or watch

05

Tone

Register and pitch — where Spritzies sits on the formality and playfulness scales.

Formal ↔ Casual

casual-confident · not corporate · not bro · premium-modern

Playful ↔ Serious

modern-aspirational · understated cool · serious about taste & aesthetic but not earnest about health-claim virtue

Usage rules

  • 01Steer away from drinks-category default voice (rule per p.1 Brand Vision)
  • 02Build a movement not a customer base (Liquid Death lesson · p.18)
  • 03People follow personalities more than brands (Prime Hydration lesson · p.18)
  • 04Aesthetic consistency builds trust (Rhode lesson · p.20)
  • 05Taste > followers (Aime Leon Dore lesson · p.20)
  • 06Founder energy attracts founder energy (Represent lesson · p.19)
  • 07Network-based brand building (Brand → People → Networks → Customers · p.22)

06

Anti-patterns

What Spritzies refuses. Explicit list — not preferences, refusals.

  • Default drinks-category branding · loud, party, sugary (counter: cool, trendy, aesthetic, premium)
  • Mass influencer-marketing with follower-size focus (counter: brand-fit + quality of audience + content style)
  • Fitness-influencer recruitment as default ambassador play (counter: Liquid Death model · creators, designers, musicians, entrepreneurs)
  • Traditional alcohol advertising (counter: Casamigos model · lifestyle circles, creative networks, hospitality culture)
  • Promote-not-create influencers (counter: ambassadors who CREATE rather than just promote)
  • Brand → Customer linear funnel (counter: Brand → People → Networks → Customers · network-based brand building)

We don’t do loud · sugary · party-bro · cyan-blue · fitness-influencer · cheap.

07

Operating model

Anchor concept · Red Bull. Applied to Phase 4 Marketing Engine architecture.

  1. P01

    content-marketing-as-engine (not paid-ads-as-engine)

  2. P02

    lifestyle brand carrying product (brand IS a media company)

  3. P03

    sponsorship + cultural events (curated venue partnerships + ambassador-driven hospitality)

  4. P04

    premium-positioned · single hero product · global brand consistency

  5. P05

    vertical brand ownership (own the entire experience · don't license)

08

Application

Where the system shows up. Surfaces in priority order — phase-1 channels first, scaled surfaces follow.

Venue

Strong · Sydney venues are phase-1 primary channel · hospitality is one of three primary revenue streams (Retail, Hospitality, Ecommerce)

Events

Build public coverage before second run

Digital

Social campaigns · UGC · ambassador-led content. Premium light register · no party-bro defaults.

Packaging

Recyclable. Premium-light. Aesthetic-consistent across all SKUs. Wordmark + clearspace per Logo section.

Print

CMYK = print · RGB = digital (per PDF p.7)

Merchandise

Upstyled streetwear. Cool · trendy · aesthetic. Targeted at 20-35 social/creative demographic.

Pillars

  • Experiential marketing
  • Digital marketing
  • Brand building
  • Community
  • Sustainability story