Bootleg assembled a multidisciplinary team of psychologists, sociologists, researchers, beverage experts, and strategists to decode the deeper meanings of spirits and Sagada itself.

🔍 Cultural & Consumer Research

• Scanned global and local trends in spirits and liquor

• Psych interviews with various wines & spirits consumers and connoisseurs

• Conducted semiotics analysis to decode old, dominant, and emerging cultural codes of Filipino liquor

• Interviews and product taste tests with spirits experts, wine sommeliers, and bartenders

• Visited Sagada Cellar Door to immerse in its operations and culture

• Conducted brand audits and benchmarking with category competitors

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💡 Key Insights

• Liquor has shifted from party accessory to connoisseur’s collectible—symbolizing craftsmanship and discernment

• Drinking rituals today act as rites of passage

• Sagada represents a sanctuary for rejuvenation—quiet, mystical, and communal

• Sagada Cellar Door isn’t just a distillery; it’s a liminal space—where people come to reconnect, reflect, and awaken

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🧠 Brand Soulcrafting

• Brand DNA: “Awakening Spirits with Sagada’s Soul”

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🎨 Design Translation with Brandyard Inc.

• Bootleg worked with Brandyard to bring the new DNA to life visually

• New logo, identity system, packaging, labels, and merchandising

• Packaging incorporated native weaving patterns, sunrise over Sagada mountains, and a new monogram emblem

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