The event celebrated the official New York launch of Kendall Jenner’s new 818 Tequila, with the brand logo creating subtle decor elements and photo moments.Photo: Sophie Sahara
One brand that recently pulled off the act with style is 818 Tequila, Kendall Jenner’s new company named after her San Fernando Valley area code. To celebrate its New York launch on, appropriately, Aug. 18, the brand tapped Miami-based experiential marketing agency Rose Gold Collective, who filled three floors of Shelter Island, N.Y.’s Sunset Beach Hotel with craft cocktails, eye-catching floral installations—and plenty of branded moments.
"We never throw a logo on a decor element, just because,” explained Sarah Sebastian, Rose Gold Collective’s owner and creative director. “Brandable moments should be thoughtful and feel like the brand's ethos.”
Cleverly branded moments at the event included floral installations that incorporated 818 Tequila shipping boxes, as well as photo ops like a branded vintage cab and the 818 logo made from sand. “The branding became part of the design rather than logos taking over a space that didn't feel authentic,” continued Sebastian.
As for the summery decor itself, she added, the team drew from the brand’s agave-inspired color tones and focus on sustainability, along with the boho-chic destination venue. “The brand believes in 'distilling for spirited encounters,’ so creating an event that brings people together with engagement was at the center of the design," Sebastian said. “The takeover needed to embrace the venue, which is inches from the sand, to pair with the brand's lifestyle approach to the tequila category.”
Scroll down for a look inside the beachfront launch party and its clever uses of the 818 logo.
