ROB ANTLEY • creative director | writer
Major Peters
Brand Manifesto, Tagline, Voice & Tone, Messaging Guidelines
For this Bloody Mary mixer with a cult following, we built a full-on brand world—one bold enough to live up to the name Major.
I led the development of the brand manifesto, story, tagline, and messaging strategy—shaping a voice that’s bold, friendly, and just adventurous enough to spike your Sunday brunch. Based on extensive comms testing, we landed on the tagline: “Make It Major”—a call to elevate the everyday and live with flavor.
I crafted a full tone-of-voice system inspired by the Explorer archetype, backed by sharp key lines like:
“Pour boldly. Live majorly.”
“It’s brunch o’clock somewhere.”
“When you’re ready for the major league.”
These phrases set the tone across packaging, digital, and IRL experiences, helping position Major Peters not just as a mixer—but as a mindset.
Big picture: A bold new voice for a beloved brand—crafted to stand out on shelves and in stories.