ONE GUIDE. COUNTLESS ADVENTURES.
Like all great adventures, the Kentucky Bourbon Trail® invites travelers to commemorate their experiences at Kentucky’s world-famous distilleries by collecting stamps in a passport. And with 42 distilleries across over 800 miles to explore, the journey is the destination.
So when the Kentucky Distillers’ Association wanted to transform their existing KBT® and Kentucky Bourbon Trail Craft Tour® passports into a resource that would be more helpful for visitors, we couldn’t wait to get started.
The vision: Take the KBT® and KBTCT® passports and turn them into a single passport and Field Guide that’s packed with everything you need to sip, taste and explore your way through the one true home of Bourbon. Think insider tips, expert-curated itineraries, local recommendations and planning information on everything Bourbon–straight from the source.
GETTING STARTED
We worked closely with KDA to identify what type of content would be most useful to visitors, while also positioning Kentucky as the global authority on all things Bourbon. Together, we mapped out a content plan and researched other Field Guides for creative inspiration. Our approach was centered on making sure the Field Guide was as helpful, engaging and authentic as possible.
CONTENT
From tasting tips to cocktail recommendations, seasonal activities and distillery highlights, we incorporated a range of new content that would be relevant and interesting to Bourbon-thirsty travelers. Visually, we knew the Field Guide needed to stand out and be different from KBT®’s existing passport and brand identity. To accomplish this, we incorporated fresh photography, a new color palette, hand-drawn illustrations, and debuted our refreshed Kentucky Bourbon brand logo.
VOICE/TONE
It was equally important that the Field Guide be written in a tone that reflects Bourbon drinkers today: approachable, human, warm and casual. Our goal for the copywriting was to establish an entirely new brand voice for the Bourbon industry at large that’s creative, unique and a bit unexpected.
END RESULT
Constructed with heavy-weight craft paper, the Field Guide was designed to be handy and portable in size with plenty of room for people to take notes and store memories throughout their journey. The end result? We think it’s pretty neat–and it looks like consumers agree. More than 30,000 copies of the Field Guide were sold in less than a year after its initial release.
Project Management, Book Design, Copywriting, Print, Website, Social Media
