Sinless Vodka Cocktails
The Rebrand & Relaunch
NOELLE THORSTENSON | Art Director - Brand Relaunch, Packaging & Retail Activation
CREATIVE PARTNERS |. KDSP + Boston Beer In-House Design Team
THOU SHALT INDULGE
The Brief
Sinless began with an opportunity to rethink what a better-for-you cocktail brand could be. In a category crowded with familiar cues and similar promises, the challenge was to create something with a stronger point of view- bold, playful, and confident enough to stand apart.
At the heart of it was a simple idea: indulgence without the baggage. An invitation to embrace flavor, fun, and a little less guilt- because having a good time shouldn’t be a sin.
THOU SHALT NOT BLEND IN
The look & feel
Sinless was built around a simple tension: drink like a saint, party like a sinner. With “Fun is Never a Sin” at its core, the visual world needed to feel every bit as expressive as the brand itself. Bold color, confident typography, elevated photography, and an irreverent attitude came together to create a world designed to stand apart.
THOU SHALT CHOOSE tHY FLAVOR
The line-up
The cans and packaging became the clearest expression of the new Sinless identity. I helped bring the refreshed brand across the full portfolio, building a cohesive packaging system where bold flavor differentiation gave each SKU its own personality while a consistent visual language kept the lineup unmistakably Sinless.
THOU SHALT SPREAD THE WORD
The Physical World
Bringing Sinless into the world meant translating its bold personality across every touchpoint. Working on a tight launch timeline, I collaborated with the broader team to build a cohesive brand experience spanning premium POS, OOH, PR, and photography. I worked directly across POS and OOH design and testing, helping shape how the identity came to life in the moments where consumers, shoppers, and retailers would experience it firsthand.
THOU SHALT KEEP EVOLVING
The future
Sinless launched in March across 34 states and continues to grow. Built with a flexible identity, the brand is designed to evolve across new flavors, formats, and cultural moments—all while staying true to one simple belief: fun is never a sin.
The crew
Creative Director — Meghan Andersen
Designer — Noelle Thorstenson
Photography — KDSP
Retouching — Jack Davis
Agency Partner — KDSP
Associate Designer — Alaine Bennett
Mass Display Production — OnDisplay