Vigie Proposal
Proposal · October 2026

Vigie bottle refresh and spritz launch

Prepared forSamaria O’Brien, Vigie
Dale LaFlam, 5:30 Somewhere
Prepared byAdam Vicarel, Vicarel Studios
Valid throughNovember 15, 2026

Overview

Samaria and Dale, thanks for bringing us in on this.

Here’s how we understand the project. Vigie has been in market for about two years and it’s selling: 75+ accounts, placements at Whole Foods and Total Wine, and a limoncello spritz that’s the bestselling serve at your top on-premise accounts. Samaria likes the colors and the core elements of the brand, so this is a refresh. The label hierarchy needs work so someone who has never heard of Vigie can tell what’s in the bottle, and the brand story needs to be settled. Right now the bottle, the deck and the 2023 toolkit each give a slightly different version (a Sicilian family recipe, summers on the French Riviera, made in California).

Once the bottle is refreshed, we’ll carry the system into three spritz cans. Someone who sees the can in the cooler and the bottle on the shelf should know right away they’re the same brand. The claims on each will be different, because each one is up against a different set of competitors.

  • ScopeRefresh the 750ml bottle, then extend it to 3 RTD spritz SKUs on 355ml sleek cans
  • DeckInvestor deck in hand by mid-January for the raise
  • FilesMechanicals for TTB COLA submission around March 1
  • GuidelinesFor whoever runs Vigie’s marketing and social next
  • LaunchIn market by June 2027

Approach

  1. 01

    Strategy and competitive audit All packages

    Dale has already identified the competitive set. We’ll go a layer deeper: what each brand is saying on pack and online, who they’re saying it to, and which claims show up on nearly every bottle versus the few that only one brand uses. From there we can see which claims Vigie needs to include to look credible, and where there’s room to say something nobody else is saying. We’ll look at both the limoncello shelf and the canned spritz set.

    This is also where we work with you on the brand story: how Sicily, the Riviera and California fit together, and which one leads.

  2. 02

    Bottle refresh

    We’ll keep what’s working, starting with the colors and the sun, and rework the hierarchy so the product is clear to a first-time shopper. Label format is open too. A wraparound label with a necker may work better than the current front and back, and we’ll show you options.

  3. 03

    Spritz cans

    Three designs on 355ml sleek cans, built from the refreshed bottle system. They’ll look like part of the same family as the bottle. The callouts and hierarchy get set up for the RTD shelf, where she’s comparing Vigie to other canned spritzes. We’ll also mock up the 4-pack for the deck.

  4. 04

    Investor deck

    We’ll design the deck Dale’s team has written (about 55 slides) and produce renders of the bottle, cans, 4-packs and the brand out at events and on menus. Some of the packaging will still be in progress in January. That’s normal for a raise, and what we show will be close to where it lands.

  5. 05

    Mechanicals

    Print-ready files for the bottle and all three cans, built to your printer’s and can supplier’s specs and set up for TTB COLA submission. We design to the regulatory requirements you and your counsel provide.

  6. 06

    Brand guidelines

    A guide for whoever runs Vigie’s social, marketing or design next: logo use, color, type, how the bottle and cans relate, voice, and examples of the brand in use. It’ll be sized for a startup team. We deliver it last, around April, so it reflects the final packaging.

Packages

Pick one. Your estimate updates as you go.

Add-ons

Any of these can be added to any package. Anything already included in the package you picked shows as included.

Timeline

Estimated, and built backward from a June launch.

  1. Early November
    Kickoff
  2. November
    Strategy, competitive audit and brand story
  3. Nov – December
    Bottle refresh and can design
  4. Mid-January
    Investor deck delivered
  5. By March 1
    Mechanicals ready for TTB submission
  6. April
    Brand guidelines delivered
  7. June 2027
    In market

Mid-November through New Year’s slows review cycles for everyone, so we’ll plan the schedule around it. Naming and bottle shape decisions, if you add them, need to be made by early December.

Assumptions

Who handles compliance?

Vigie and its counsel own TTB formula and label approvals and all regulatory copy. We design to the requirements you give us. If the formula or base changes after mechanicals are built, the rework is billed as a change order.

Is the 4-pack in the deck print-ready?

No. The deck mockups are for presentation. Production files are the 4-pack add-on, which is included in Signature.

What about rush fees?

Naming, a new bottle shape, or late decisions all shorten the schedule. Naming and bottle shape decisions need to be made by early December. If the timeline requires it, a rush fee of 15 to 35% of total project cost may apply, and we’ll tell you as early as we can.

Who handles press checks?

Press checks are Vigie’s responsibility. If you’d like us there, we can quote travel and time separately.

What if we need more revision rounds?

Additional rounds are billed hourly at our standard rate.

What’s not included?

Printing and production costs, photography, font licenses, and trademark filing.

How long is this estimate good for?

30 days from October 16, 2026.

Your estimate

Add-on prices are estimates shown as ranges. We’ll confirm final pricing once deliverables are set at kickoff.

  1. Pick a package and any add-ons above.
  2. Download your estimate. It includes your selections and a signature block.
  3. Sign it and send it to . We’ll follow up with the SOW.

Anything you want to change or ask about, we can go through on our call next week.

Adam Vicarel
Principal / Creative Director, Vicarel Studios