Project No. 6
Coors Whiskey Co.
Project Scope:
+ Logos and Branding Extension
+ Packaging System Extension
+ Photography and Videography
+ Social Media Strategy & Curation
+ Advertising, Marketing Design, and Brand Extensions
Intentionally Blended
Five Trail whiskey was founded in the spirit of blazing new trails through collaboration, diversity, and united sense of purpose. Coors Whiskey Co. came to us with a completed package designed for their very first blended American whiskey expression– planning to grow their family of product and create scalable brand standards that would help reflect their core mission and grow with them.
Blend in, Stand out
As a newcomer in an established industry, we had to strike a careful and researched balance between feeling fresh and adhering to the existing industry cues and norms (ie. color/type connotations between higher proof, cask strength, or reserve blends). So… what design elements could become own-able and which ones would we need to build upon?
Rocky Mountain Fresh
Five Trail is a brand deeply rooted in the landscape and lifestyle of Colorado– even going as fas as to proof their whiskey with Rocky Mountain water. Part of our client’s vision was to illustrate dreamy snowcapped mountain scenes depicting a different 14er mountain peaks on each new SKU, subtlety tying in the relationship to Coors iconic “mountain fresh” marketing strategy.
We researched our mountain subjects, choosing peaks with recognizable features and meaningful stories– then collaged with photos, sketched, refined, and eventually partnered with a talented illustrator to bring our finished compositions to life for use on labels and extended brand materials.
More than a package
We worked closely with the in-house marketing team to help develop an expansive brand identity and visuals that represented their story. From point of sale designs, to case boxes, to marketing posters and advertisements, we created an expansive brand family that could grow with Coors. New brand guideline involved evolutions of logos, font and color systems, and libraries of textures and layouts. Our new design and photographic style was developed to spotlight Five Trail’s passion for blending and education, featuring blend information and a custom cocktail marketing strategy.
Credits
All designs completed while working as a part of Makers & Allies creative team— print design art directed by Clint Darby, photo direction by Andrew Layman and Olivia French.
Original Blend:A label and package design created by Stranger & Stranger Studio, and illustration created in partnership with artist Nabil Nezzar.