Lily Geiger, the founder of Figlia, lost her father to alcoholism. The stigma around the disease left her feeling isolated in her grief. Lily felt now was the time to honor her father, but needed support in bringing her personal story to life.
Figlia
Figlia is a non-alcoholic aperitivo company based in New York City and Great Barrington, MA. When their founder contacted Middle Child she knew that she wanted to change the conversation around how we consume alcohol. She was about to create a beverage that not only tastes good but does good, too.
Bottle and website design by RoAndCo Studio.
Featured in NYTimes, Vogue, and Travel + Leisure.
What We Did
Brand Foundation
Copywriting
Guidelines & Toolkits
Naming
Narrative Strategy
Messaging
Taglines
The Ask
The Solution
Middle Child was honored to work with Lily to build a foundation for her brand that encapsulated her hopes and dreams for a more understanding and engaged future. We worked together to develop a brand that is more than just a beverage, but a call to action to be there for your community—we call it “Sipping For Good.”
“Mackenzie helped transform our brand identity from soup to nuts by incorporating a unique voice, separating us from our competitors, and creating something that our customers could really visualize.”
“The copy she developed for us really brought Figlia to life and is not only displayed on our website but is also something we continue to show off through brand collateral, social coverage, and bottle copy.”
Lily Geiger, Founder
Figlia