Brand Guidelines

Challenge
Søbr Market was founded on a simple but powerful idea: saying no to alcohol shouldn’t mean saying no to connection, fun, or flavour. As the brand prepared to franchise, it became clear that while the mission was strong, the identity wasn’t fully formed. Without a consistent voice, tone, or visual system, Søbr Market risked losing what made it special—especially as more people, locations, and platforms began to carry the brand forward.

Solution
Alongside my partners, Lauren Henry and Caterina Di Canio, we developed a full brand guidelines document to give Søbr Market the consistency it needed to grow. We began with a full brand audit and audience research to uncover the brand’s strengths, values, and voice. We defined its tone as friendly, knowledgeable, and judgment-free—rooted in the cool aunt personality and guided by the Everyman archetype. The guidelines covered everything from messaging and tone to visuals and brand behaviours—written in Søbr’s voice, and built to scale.

Result
The brand guidelines became more than just a document—they became Søbr Market’s voice, story, and blueprint for the future. With a clearly defined personality and tone, the brand is now set up to grow while staying true to its roots. Whether it’s a new franchise opening, a social post, or a conversation in-store, Søbr Market now shows up the same way every time: warm, supportive, and built for everyone.