Selected work across spirits, beverage, hospitality, and lifestyle—shaped over long arcs of brand-building, not quarterly campaigns.
More than a decade of stewardship: U.S. market entry, brand world, trade architecture, cultural partnerships, and commercial leadership. We helped shape Ilegal from an outsider's mezcal into a category-defining house—culminating in its 2023 acquisition by Bacardi. Read the full arc on our Legacy page.
We produced an original video series for Ilegal that pairs musicians with one of the brand's signature drink serves—translating Ilegal's deep ties to music and Antigua's late-night culture into shareable, on-brand storytelling. Released across owned channels and partner platforms.
Partnering with Turner Stillhouse on Rosevear's, we led market analysis, name and brand development, and packaging concept and design—translating a Tasmanian distillery's craft and provenance into a name, identity, and bottle built to travel.
Cómo No is an all-natural caffeine, zero-sugar sparkling energy water designed for clean focus and social energy. 11C developed and stress-tested the concept at major tentpole events, then led brand positioning, packaging design, product and flavor development, and helped build the route-to-market strategy for key launch cities.