Made by Degens for Degens
Degen Distillery is a drinks brand for a new generation. Shaking up spirits and putting themselves under the influence with a change-making NFT community as their global salesforce.
Working with community a tech-savvy millennials and Gen-Z early adopters who seek out new and impactful brand projects was always going to be fun, and so that proved in this instance.
Our investigations found that a Degen is the cool kid of the new group, anti-establishment, a rebel at heart and somebody who embraces change and non-conformist culture. An individual that supports music festivals, nightclub events and great forward-thinking projects. As much socially conscious as they are economically conscious, Degens care about community ownership, privacy and the belief in the sovereign individual who determines a better future…. because those that embrace risk should be recognized and rewarded.
So when creating the characters of The Degeneration we wanted to showcase a customer base who is clearly gender-balanced or neutral and set to revolutionise the way we live, work and interact in the coming years. Our customers are music-loving, counter-culture rebels, likely to be early adopters of the latest fashion trends and the leaders of that revolution that is brewing.
A Degen is an aspirational character in the blockchain space.
NFT collections were launched in 2022, over 5 times more than in 2021
The design outcome was a counter-culture type brand, rooted in the next generation of pioneers.
More than 43 million NFTs have been sold since 2017 with over half coming from secondary sales. Overall generating $36.3 billion of trade volume in the process.
Thanks Underscore! The more I look at it, the more I love it!