MEILI Vodka
A website, shop and launch creative for a Montana vodka.
Vodka sucked, so we fixed it!
Overview
MEILI is a vodka from Montana, co-founded by Jason Momoa and Blaine Halvorson. Base Camp has built and run its website since 2022, through launch, a shop, a press room and a 2025 redesign, and made much of the launch and tour creative around it.
Outcome
Visits passed 50,000 within months of launch. The shop opened in May 2023 and the redesigned site went live in February 2025.
Challenge
A founder-led spirit gets attention fast; the site has to turn it into somewhere to buy. MEILI needed an age-gated site that ranked for the brand, pointed people to more than 900 retailers and could grow as the brand moved into merch, direct sales and new markets.
Role
- The original Webflow site, 2022–23, with a custom age gate and search set-up.
- A Locate page with a brand finder for more than 900 retailers.
- A merch page on Shopify, an In the Press page and a tour page with a custom route map, 2023.
- The 2024–25 redesign: a consolidated sitemap, a direct-to-consumer product page and localisation into UK English, German and Romanian.
- Launch creative: 60 Instagram posts and YouTube artwork.
- Some 54 tour posters across 18 retailer stops, sales sheets, business cards and point-of-sale.
Approach
The voice is the founders’ own: “Vodka sucked, so we fixed it!” and “Do what you want.” The site keeps the pronunciation up front, (MAY-lee), and leads on the bottle, the awards and where to buy. Gold, near-black and cream carry the brand from the site to the posters and sales sheets.
Identity
The palette in full.
01 — Challenge
A founder-led spirit gets attention fast; the site has to turn it into somewhere to buy. MEILI needed an age-gated site that ranked for the brand, pointed people to more than 900 retailers and could grow as the brand moved into merch, direct sales and new markets.
02 — Role
- The original Webflow site, 2022–23, with a custom age gate and search set-up.
- A Locate page with a brand finder for more than 900 retailers.
- A merch page on Shopify, an In the Press page and a tour page with a custom route map, 2023.
- The 2024–25 redesign: a consolidated sitemap, a direct-to-consumer product page and localisation into UK English, German and Romanian.
- Launch creative: 60 Instagram posts and YouTube artwork.
- Some 54 tour posters across 18 retailer stops, sales sheets, business cards and point-of-sale.
03 — Approach
The voice is the founders’ own: “Vodka sucked, so we fixed it!” and “Do what you want.” The site keeps the pronunciation up front, (MAY-lee), and leads on the bottle, the awards and where to buy. Gold, near-black and cream carry the brand from the site to the posters and sales sheets.
Identity
04 — Outcome
Visits passed 50,000 within months of launch, and the age gate was rebuilt to match. The shop opened in May 2023 and the redesigned site went live in February 2025.
Credits
Project Description
MEILI is a vodka from Montana, co-founded by Jason Momoa and Blaine Halvorson. Base Camp has built and run its website since 2022, through launch, a shop, a press room and a 2025 redesign, and made much of the launch and tour creative around it.
Client
MEILI Vodka — Website & Creative
Date
2022–2026
Services
Website Design / Webflow / Localisation / Social / Print
Sector
Premium spirits
The work. What we did, and what it changed.
A founder-led spirit gets attention fast; the site has to turn it into somewhere to buy. MEILI needed an age-gated site that ranked for the brand, pointed people to more than 900 retailers and could grow as the brand moved into merch, direct sales and new markets.
- The original Webflow site, 2022–23, with a custom age gate and search set-up.
- A Locate page with a brand finder for more than 900 retailers.
- A merch page on Shopify, an In the Press page and a tour page with a custom route map, 2023.
- The 2024–25 redesign: a consolidated sitemap, a direct-to-consumer product page and localisation into UK English, German and Romanian.
- Launch creative: 60 Instagram posts and YouTube artwork.
- Some 54 tour posters across 18 retailer stops, sales sheets, business cards and point-of-sale.
The voice is the founders’ own: “Vodka sucked, so we fixed it!” and “Do what you want.” The site keeps the pronunciation up front, (MAY-lee), and leads on the bottle, the awards and where to buy. Gold, near-black and cream carry the brand from the site to the posters and sales sheets.
Visits passed 50,000 within months of launch, and the age gate was rebuilt to match. The shop opened in May 2023 and the redesigned site went live in February 2025.
Vodka sucked, so we fixed it!
“The work wasn't just about making it look better — it was about building a clearer relationship between product, story and experience.”
Related Work — More from the studio. Selected projects where brand, design, and performance move as one.
Shackleton × Defender — Rally Partnership
Partnership Strategy / Concept / Production / Creative Direction
Shackleton — Made to Move
Campaign Concept / Production / Talent / Creative Direction
Shackleton — The Exploration System
Brand Strategy / Product Strategy / System Design / Creative Direction
