New Fashioned Sobriety
There is nothing boring about a sober life and the goal was to create a visual identity that communicates that. Ironically, the collective’s name was inspired by Wisconsin’s most popular cocktail: The Old Fashioned. By putting a new spin on something classic and incorporating themes of modern sobriety, a bright and inviting identity was created. The growing community of beautiful sober and sober-curious people is the cherry on top.
This project is dedicated to those seeking a safe + inclusive alcohol-free community.
Honors Project/Student Work + Professional Work
Scope: Branding and Identity, Logo Design, Social Media Assets, Illustration, Merch Design, Copywriting, Community Building
Our Story
In August 2019 Sarah held her first in-person alcohol-free meetup where her and Nicole met for the first time. Sarah continued hosting these meetups and Nicole continued attending. One day, at a book club meetup, an outgoing. and spunky woman named Jenny walked into their lives and the trio was formed.
These three women, who all chose the sober life in 2019, worked together to cultivate a safe space that supports others in their alcohol-free journeys. Several friendships across the state and the country have been formed and the community continues to grow each and every day.
Discovery
During the discovery phase of New Fashioned Sobriety, Sarah, Jenny and I defined the overall goal of the collective, developed our mission and vision, and decided on the brand identity.
The three of us spent several hours at CommonHouse Coffee in Cambridge, Wisconsin sipping coffee and kombucha and dreaming up hundreds of names for our new venture.
About the Collective
New Fashioned Sobriety is an alcohol-free community for all cis and trans women, as well as non-binary people who are comfortable in a space that centers the experience of women. Language produced by @_steviewrites.
This group is meant for anyone who is seeking connection, friendship and support outside of traditional recovery programs. By bringing women together through meetups and events, our mission is to normalize a non-drinking culture, provide activities and events that get us out of the bars and into the community, and to create a safe space that fosters authentic connection and is an opportunity to cultivate new friendships.
Please visit us on Instagram at @newfashionedsobriety New Fashioned Sobriety is a women-owned collective by Sarah Patnaude, Jenny Peabody and Nicole Peaslee.
“Create a life you don’t need to escape from.”
Holly Whitaker
Community & Meetups
Our original goal for New Fashioned Sobriety was to host in-person alcohol-free meetups in Madison and surrounding cities. On the day we launched our Instagram account, March 13th, 2020, the entire world started to lock down due to the COVID-19 pandemic.
We didn’t let this slow us down and decided to kick things off with virtual meetups. We’ve met so many people across the country - from the Midwest, to Nebraska, to New York and several other cities outside of Wisconsin. Nearly 1500 sober and sober-curious humans have joined our community since March.
Merch Store
In August 2020 we launched a merch store. I was eager to use my talents to create these unique designs for our community. A lot of love went into this store and we’re excited to see these designs worn to proudly represent living a bold and sober life.
New Fashioned Sobriety & Sober Black Girls Club
In November 2020 we launched our First Annual Teetotaling Turkey Trot 5K run/walk and released a limited edition shirt. Thanks to all that participated, we raised $400! All proceeds from shirt sales went directly to one of favorite teetotalers - the @soberblackgirlsclub! The donation will be used for their medical fund, which assists Black and Brown women with any out of pocket costs related to rehabilitation treatment.
