Whiskey has been following a similar trend as other craft products, such as beer and cider. Consumers identify and associate the pride of the craft with the quality of the product. Whistle Pig Whiskey had all of that, but was not effectively communicating this to their customers through their messaging and packaging.
When Whistle Pig decided to launch a new whiskey to compete with Maker's Mark and Gentleman Jack to attract a larger audience of whiskey affectionados, they hired SmashBrand to develop a strategy and design to communicate their unique process and pride into the packaging.
The long-established logo had too much of a playful tone, but was recognized and established among existing products and customers. Our challenge was to refine the brand image while maintaining the distinct recognition of the existing brand. The new brand conveys a stronger sense of sophistication. This allowed us to design packaging which took many of the handmade craft attributes of their manufacturing process into the design elements to create a premium craft whiskey.