Spirit of York Distillery Mirror
“It’s for people like you, who bring this city to life. You care about making something great, and it’s for people like you that we craft our spirits. Created for the ambitious, who make their city prosper. Enjoy the spirit inspired by you.”
Originally, this was written as an option for the brand story to be used on the back of the bottle as well as other locations. After a number of versions that focused on the product, distilling technique, and location, this was meant to really highlight the emotions that were trying to be communicated by the distillery. As back label copy, it wasn't the right fit, but they wanted to use it to decorate the distillery.
The word "Spirit" was chosen for this brand because of its dual-purpose, referring to both the spirits in the bottle, the spirit of the city, and the historic value of the Distillery District. To me, this was about shining a light on the quality that lives on through the people who work hard to influence their world. Below are a few versions of the copy as it transitioned from a brand story to a shorter, decorative piece.
It’s people like you who keep cities alive.
People who know what they want, work hard,
and care about making something great.
People like yourself created the historic Distillery District,
and it’s for people like you that we craft our spirits.
Distilled for those who have the ambition
to make their city prosper.
Raise a glass, and taste a Vodka created for you.
Cities draw people in, and it’s people who keep cities alive.
They know what they want, work hard, and care about making something great.
It’s this spirit that created the Toronto Distillery District,
and it’s this spirit that we distill into our Vodka,
to give back to those people who inspire us.
Discover that spirit for yourself.