The initial idea for this company began at the end of December during 2020's great conjunction at 0° in the sign of Aquarius. Those familiar with astrology might gain further insight into some of the larger themes; however, all you really need to know is that the sign of Aquarius embraces an avant-garde way of thinking and has become a symbol of societal rebels and outsiders. It is illustrated by the water bearer, who is often seen pouring out their vessel. This action is meant to represent washing away established ways of thinking and making room for new practices. This symbol felt particularly aligned with their values being that they were a company that was built on the tail end of a year where we had all collectively experienced such massive social resets and a large overarching need to restructure of systems.
The biggest problem we faced was creating a bourbon brand that embraced the classic choices that worked while retargeting the lens they were directed at. If you've walked down the bourbon aisle anytime recently, you've probably found shelves flooded with trite down-home province-styled bottles hinting at southern tradition. In many ways, these repetitive design choices make sense, even if unoriginal, in their continued duplication. The industry is well known for its roots in tradition and artistry, and it is still undisputed that mid to late-age white cis males make up the majority of sales. However, that doesn't mean we can't market in new ways to other groups. For example, the outliner's demographic grows each year and will only continue on that track as younger generations come to age plus, in today's market, there is currently little to no competition for their attention.
With a staff comprised mainly of Gen Z and young Millennials, LGBTQIA+ and female-presenting individuals retargeting the primary demographic not only felt strategically smart but aligned. It was clear there was a large and growing demographic currently unmarketed to. We already knew the products crafted were geared with the next generation in mind, so this felt like the natural next move. Focusing on unique blends designed to customize the experience to both pallet and preference. Keying in on ideas such as light and dark blends and even the growing trend towards non-alcoholic options, all with the idea of creating a more inclusive experience. The world of bourbon is filled with unique visual codes. While we wanted to modernize our approach and direct our focus to a younger audience, we didn't necessarily want to erase the subconscious associations that those codes create towards ideas like artisan craftsmanship and tradition.
We wanted to take the classic elements that work in the world of bourbon branding and combine them with fresh concepts and imagery. We took things commonly found like serif typefaces, hand-stamped labels and use of predominantly black and white branding and made them our own. We did this with a younger lens of bold photography and the addition of vibrant oranges throughout our work. Using modern things like silique black on black displays while also pairing with classic textures like wood and concrete to create balance.
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