THE HEART AND SOUL OF AMERICA’S SPIRIT
How do you create a brand to elevate Kentucky’s already enormous $9 billion signature industry? You pour your heart and soul into the creative process–and sip plenty of Bourbon along the way.
When the Kentucky Distillers’ Association (KDA) asked if we were up for the challenge, we raised our glasses and embarked on a discovery process that lasted over three years.
The result? Kentucky Bourbon: the world’s official authority on all things Bourbon, created to invite whiskey lovers worldwide to discover the heart and soul of America’s spirit–straight from the source.
POURING INTO THE CREATIVE PROCESS
First, we immersed ourselves in research, focus groups and more meetings than we can count to define what the Kentucky Bourbon brand identity needed to be.
The vision had to go beyond the Kentucky Bourbon Trail® and Kentucky Bourbon Trail Craft Tour®. It couldn’t just be about distilleries and tourism–it had to authentically reflect the core of the entire Bourbon identity, and all that it stands for.
It also couldn’t just be the archetypal prototype of old-school Bourbon drinkers (à la dudes sipping whiskey in dark, dusty places with cigars and wooden objects nearby).
The Kentucky Bourbon brand had to stand out and more accurately reflect the lifestyle, diversity and culture of Bourbon fans today. So we explored new colors, new fonts, a new voice and an all new approach to telling Kentucky’s greatest story. Hand-drawn illustrations and vibrant photography were incorporated to bring new life to visuals.
To build on the character of Kentucky’s deep roots in Bourbon, we created a bold but simple logo, adding a hexagon border to bring balance and permanence. With subtle design elements grounding the centered typeface, the Kentucky Bourbon logo is intended to be a badge that can be worn with pride by Bourbon lovers worldwide.
From strategy, design and copywriting to social media and promotion, we loved helping KDA bring the Kentucky Bourbon brand to life.
Strategy/Consulting, Brand Identity Design, Copywriting, Digital & Print Collateral, Website, Social Media