•  Athena is the goddess of wisdom, strategy, craft, olive trees,and intelligence; thus, what better namesake for an American dry gin company? Ideveloped a brand, packaging, brand manual, & advertisement strategy forthe fictional company. After market research, I devised a brand that embracedplay and intelligent decadence, but also sustainability. The balance of theseemingly opposing ideals, decadence and sustainability, shows how a brand canhave both. The result is a savvy product that further appeals to a savvy market.