This is the official case study from Upstatement. I did not write this. It is included here for posterity, as Upstatement changes them sometimes. Original Source

Turning spirits into love and goodness

When Tito’s Handmade Vodka reached out to us, our creative director and principal, Tito Bottitta, replied immediately: This is the email I’ve been waiting for. It turned out we had a lot more in common with Tito’s Handmade Vodka than just an in-house Tito, and before we knew it we were on a plane to Austin, Texas.

Tito’s isn’t your typical vodka brand. They consider themselves a philanthropic company that happens to make vodka. Tito’s did over 6,000 charity events last year. All online store proceeds go to nonprofits. They support disaster relief across the country. They work with Emancipet to make veterinary care affordable for pet owners. The list of good deeds goes on and on. Tito Beveridge (yes, that’s his real name) is the best person to tell you about why they give back.

Our challenge was to design and build a new digital home for Tito’s Handmade Vodka. It needed to be a place for the Tito’s team to share all of their amazing stories, and it needed to stay true to the fun, quirky, warm brand that is distinctly Tito’s.

Setting up the brand for success
Tito’s has a home-spun vibe that we didn’t want to lose (the logo was done by Tito himself). Our design needed to feel like a natural progression of the brand—one that complemented unchanging elements like the logo. To do that, we started with a few small but important upgrades to the type and color palette.