Dirty Blonde Cocktails – Moonshine Blue LLC



The creation of a new brand identity is an even greater challenge when all there is to work with is a product idea and name. In 2005 Kristen Raskopf of Moonshine Blue LLC, a startup, approached Flowdesign with Dirty Blonde Cocktails, sparkling cocktails that blend premium white wine and fruit infusions.

She wanted a brand that would be distinctive; something fun & flirty. Kristen explained that she had firsthand experience that blonde’s do indeed have more fun. “Dirty Blonde” emerged as a cheeky way to convey the playfulness of her spirit through her fun, new cocktails. Flowdesign’s challenge was to develop a brand name icon that conveyed fun and flirty!

After meeting with Flowdesign’s design team in Northville Michigan to review multiple fonts, icons, and package label concepts, Kristen settled on an icon that used a whimsical swooping serif font for “Dirty” stacked above a bolder san serif font for “Blonde.” The combination of the two fonts worked in balance to convey the brand message Kristen was after and to distinguish itself from competitors.


After ten plus years in the market, Dirty Blond Cocktails continue to grow nationally, and can be found in Target stores and other retail outlets. Although the brand label and icon have seen slight modifications* over the years, the brand image hearkens back to Flow’s original design.