For historic French liqueur producer Giffard, the Sip The Moments campaign for the Giffard West Cup 2026 (GWC ’26) demanded a fresh, expressive visual presence tailored specifically for contemporary merchandise and apparel. Moving beyond static corporate branding, the brief called for an energetic, lifestyle-led identity capable of translating cleanly onto tactile garments while celebrating the moments of transition—from sunup to sundown.
Studio Sole partnered with Giffard to develop the visual identity, custom typography, and complete garment brand specifications across a curated merchandise range.
To balance Giffard’s heritage with a modern, relaxed culture, the identity is anchored around a custom, hand-rendered wordmark. Fluid, organic letterforms inject personality and rhythm, positioning the typography as the undisputed hero element. Embedded within the lettering are deliberate contextual cues—most notably the dot of the letter “i,” which doubles as a rising or setting sun. This motif ties directly into the solstice theme, symbolizing the passage of time and the ritual of shared drinks as daytime shifts into evening.
A warm, radiant color system was engineered to evoke Golden Hour light while maintaining contrast against deep black apparel:
The physical execution spans heavyweight canvas workwear chore jackets and textured corduroy snapback caps with contrast rope detailing. High-density 3D puff embroidery and satin-stitch gradient threadwork bring physical depth to the typography, ensuring the artwork holds its structure and graphic punch across dense workwear twill and ribbed cord.
The resulting merchandise capsule bridges premium streetwear aesthetics with brand storytelling. Grounded by clear production guidelines and tactile craftsmanship, Giffard’s Sip The Moments establishes an authentic, wearable brand extension that resonates behind the bar, at festival pop-ups, and in everyday wear.
