Prairie Vodka
A first-of-its-kind organic vodka, made desirable by giving organic a wild side.
Prairie needed more than a label. It needed a complete brand world capable of changing what people believed an organic spirit could be.
The situation.
Dean Phillips set out to create the world’s first organic vodka, but the category still associated organic products with earnest wellness culture—not indulgence.
The business challenge was to make organic feel like a reason to choose Prairie without pretending vodka was a health product.
The idea.
Let the Prairie In. The campaign drew from the vodka’s Minnesota provenance and invited an untamed prairie spirit into polished urban life—proving a brand could be organic and still have a wild side.
Let the Prairie In campaign
Digital launch experience
Campaign translated into the website
Prairie identity
Launch press kit
Packaging detail
What changed.
The idea became a connected launch system spanning identity, packaging, advertising, a digital experience and a press kit. The same tension—refined but untamed—held every expression together.
The result.
Best Overall Design and Best Package of Show at the Los Angeles International Wine & Spirit Awards.
Prairie became the master brand for a nationally distributed portfolio of spirits produced by Phillips.