Industry News

Tales of the Cocktail Foundation Announces New Branding

Tales of the Cocktail Foundation Logo

FOR IMMEDIATE RELEASE:

NEW ORLEANS, LA, July 10, 2018 - Tales of the Cocktail was purchased by The Solomon family and Neal Bodenheimer in February 2018 and subsequently, converted into a full 501c3 non-profit, Tales of the Cocktail Foundation. Today, Tales of the Cocktail Foundation is thrilled to announce its new brand aesthetic and launch of its app.

In partnership with Atlanta-based agency, Sasso & Co., Tales of the Cocktail Foundation radically rebranded itself to communicate its organizational shifts and new commitment to its three guiding pillars: to educate, support, and advance the global spirits community.

“Sasso & Co is incredibly proud to have worked with Tales of the Cocktail Foundation leadership on a rebrand to mark the beginning of a new chapter for the recently reorganized 501c3 non-profit,” said Bart Sasso, owner of Sasso & Co. “Our mission, in the wake of a major organizational shake up, was to create a more professional presentation for the brand and reestablish trust in the hospitality community at large.”

The new brand identity implements strong, structured type, but emphasizes a semi contrasted sans serif typeface with a slight Mid-century feel to unbutton the look slightly. A bold, tropical color palette was chosen to ensure the brand feel fresh and lively. For the icon, the team sought a symbol that emoted the spirit of cocktails without depicting anything too literal. The brand chose a citrus peel, symbolic of a fresh finishing touch, as something that illuminates and enhances. The shape itself is playful and surprising and can be used as a motif across the brand. It was also important to have a brand fluent and flexible enough to allow for continued growth and expansion of Tales of the Cocktail Foundation.

“It was crucial to us in the acquisition of Tales of the Cocktail to introduce a brand that introduced the newly established Tales of the Cocktail Foundation and clearly and consistently communicated the 501c3’s mission to support, educate, and advance the global spirits community,” said Gary Solomon Jr., Board Member of Tales of the Cocktail Foundation. “The new look and feel reflects all the organizational changes and ongoing commitments that define the spirit of the non-profit.”

The new brand identity also makes its debut on the relaunch of the Tales of the Cocktail event app for the organization flagship event beginning in New Orleans on July 17. Available for download on iTunes and Google Play. Users are able to set up their user profiles to speed-up their time at registration, buy tickets and build their schedules, and RSVP to complementary events, all with a few taps of their smart-phone. The relaunch of the app seeks to create a more user-friendly event where attendees can see descriptions of events, the full TOTC2018 schedule, and a map of New Orleans and venues at their fingertips.



About Tales of the Cocktail
Founded in 2002, Tales of the Cocktail has grown from a small gathering of cocktail lovers into the world’s premier cocktail festival. Each year the international spirits industry is welcomed to New Orleans for a week of seminars, tastings, networking events and much more. With 200+ annual events developed specifically for bartenders, distillers and other spirits professionals, Tales of the Cocktail is the industry’s annual meeting place for the exchange of new ideas, products and techniques.

About Tales of the Cocktail Foundation
Tales of the Cocktail Foundation is a non-profit organization that educates, advances and supports the global hospitality industry and creates lasting impact in our host communities. Tales of the Cocktail Foundation is the global leader in spirits education and a platform to tackle issues facing the industry. The pillars of the Foundation are to Educate, Advance and Support the hospitality industry through programs that benefit individuals and organizations in the community and to make lasting impact in communities that host our events.

About Sasso and Co.
Sasso & Co. is a creative agency founded by Atlanta-based designer Bart Sasso that specializes in identity and branding. Extensive experience in design and hospitality informs his team's unique perspective and client-focused approach to creating and cultivating brands that resonate. For more information, visit sassoand.co.

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