A glass with ice cubes on an orange surface, with large white text overlay reading "PROOF" and smaller text reading "SYRUP" underneath.

Proof: Handmade in Small Batches.

​Proof Syrup, established in 2014 in Decatur, Georgia, specializes in handcrafted cocktail syrups designed to simplify the creation of classic cocktails at home. Their products combine high-quality ingredients like organic cane sugar, real citrus oils, and premium aromatic bitters to deliver authentic flavors.

  • Proof Syrup is a premium cocktail syrup brand handcrafted in small batches. Known for elevating at-home mixology, Proof needed a stronger emotional hook to compete in a saturated market and connect with both connoisseurs and casual drinkers.

  • Campaign creative direction supported by strategic brand profiling, including customer segmentation, personality alignment, and narrative development.

  • Proof had a strong product but lacked a campaign that captured its full cultural potential. The visual identity didn’t yet communicate the ease, sophistication, and nostalgic charm that the brand could own.

  • We developed a campaign rooted in mid-century Americana, evoking the charm of vintage advertisements while framing Proof as the effortless choice for serious cocktails. Using brand archetype analysis and audience insights, we created a visual and narrative system that balanced retro appeal with modern mixology.

  • A distinct, memorable campaign that elevated brand perception, improved engagement, and deepened emotional connection with both new and existing customers.

Vintage-style advertisement featuring a smiling man in a tuxedo holding a bottle of Proof Old Fashioned Syrup and a glass of cocktail, with the caption "This is as easy as it gets."
Text on a webpage promoting Proof Syrup, highlighting its focus on quick and simple cocktails made with quality ingredients for all humankind.
A vintage-style illustration of a man and woman relaxing by a poolside, with the man pouring a drink for the woman, and a large labeled bottle of 'Proof Margarita Cocktail Syrup' in the foreground. The scene is set outdoors, under a striped umbrella, with a pool and ocean in the background.
A bottle of Proof Old Fashioned cocktail syrup and a glass with ice cubes, with the text 'This is as easy as it gets.' on a warm orange background.
A bottle of Proof Manhattan Cocktail Syrup in front of a vintage painting of five people celebrating with drinks in New York City.
A vintage advertisement illustration features a woman with blond hair smiling, holding a martini glass filled with a red cocktail in one hand and a bottle labeled "Proof Cosmopolitan" in the other, with a caption that says, "Who needs a boyfriend when you’ve got a great hairdresser & a good Cosmo?"
A wooden serving tray holds a large brown bottle labeled 'Proof Old Fashioned Cocktail Syrup Traditional,' with two short glasses, one with ice, a citrus slice, a small box of cherries and green cubes, a gold spoon, a small green book with a ship wheel emblem, and a gold-striped straw. A green book titled 'Pleasure Afloat' is in the background.
Painting of a margarita cocktail with a lime wedge on the rim, alongside a brown bottle labeled 'Proof Syrup Margarita' with a green label, on a wooden surface with a dark background.
A vintage-style poster featuring a large bottle of Proof Old Fashioned cocktail syrup with a glass of whiskey and ice in the foreground, and a cheerful man in a brown suit waving with his hat in the background.
A vintage illustration of a man and woman smiling and clinking glasses of whiskey with ice.
A painting of a tropical poolside scene with a bottle of Proof Margarita cocktail syrup, a glass with ice and lime, a margarita glass with lime garnish, pool, palm trees, and a clear blue sky in the background.
Two people smiling and looking at each other, holding glasses of whiskey with ice, close to their faces, with the word 'PROOF' in large letters overlaying the image.
Painting of a glass of whiskey with ice, with a dark background and the words 'PROOF SYRUP' overlaid.
A bottle of Proof Cosmopolitan cocktail syrup and a cocktail glass with a pink drink and a lime wedge on a bar counter.