Brief:
Designed labels for two new bourbon products—Straight Bourbon Whiskey and Single Barrel Release—launched in celebration of the resort’s 15th anniversary. These were the first bourbons fully distilled and aged onsite (4–6 years), marking a significant milestone for the resort’s distillery. The designs needed to align with the existing spirits collection while distinguishing these premium, in-house crafted products.
Designed labels for two new bourbon products—Straight Bourbon Whiskey and Single Barrel Release—launched in celebration of the resort’s 15th anniversary. These were the first bourbons fully distilled and aged onsite (4–6 years), marking a significant milestone for the resort’s distillery. The designs needed to align with the existing spirits collection while distinguishing these premium, in-house crafted products.
Photo Credit:
Mal McCrea
Goals:
Create labels that maintain continuity with the current bourbon lineup while signaling the elevated craftsmanship of these new releases.
Differentiate the two products visually, with the Single Barrel Release conveying an even higher-end, limited-edition appeal.
Incorporate a handwritten component on the Single Barrel label to emphasize its bespoke nature and limited availability.
Position the Straight Bourbon Whiskey as the distillery’s new “standard” bourbon, giving it a strong, clear presence that will become iconic across the resort’s bars and retail spaces.
Balance design sophistication with clarity and legibility, ensuring the premium nature of both products is immediately recognizable.
What I Learned:
This project was a deep dive into the balance between brand cohesion and product differentiation. I learned how subtle design shifts—through typography, embellishments, and structural hierarchy—can clearly signal product tiers within the same family. The collaboration with our distiller on the handwritten label element also reinforced how thoughtful design can enhance storytelling and authenticity, adding personal touches that resonate with customers seeking unique, handcrafted products.
This project was a deep dive into the balance between brand cohesion and product differentiation. I learned how subtle design shifts—through typography, embellishments, and structural hierarchy—can clearly signal product tiers within the same family. The collaboration with our distiller on the handwritten label element also reinforced how thoughtful design can enhance storytelling and authenticity, adding personal touches that resonate with customers seeking unique, handcrafted products.