Creative Agency: ButterflyCannon
Project Type: Produced, Commercial Work
Client: Bulleit Bourbon
Location: London
Bulleit Bourbon is a Kentucky straight bourbon whiskey, with a high-rye content and iconic frontier inspired bottle. Bulleit came to us to create a new outer pack which would look disruptive on shelf whilst still in keeping with the brand’s straight-talking and authentic character.
The solution was to package the bottle in a customised canvas Lewis Bag; a small sack with triple-stitched seams which when pounded with a mallet is perfect for creating the crushed ice, integral to making Bulleit’s signature serve, The Bulleit Mint Julep. Made from 16oz canvas, the bag features a magnetic closure to retain the iconic bottle shape, detailed with oversized, hollow brass rivets inspired by the brand’s utilitarian brand universe.
The bottle’s branding is echoed in the layout of the bag’s screen-printed graphics and crooked embossed leather label and as a finishing touch, uncoated cardboard tags, held on a leather strap include instructions on how to make a Kentucky Mint Julep, the most popular serve in the brand’s home of Louisville, along with a personal message from Bulleit’s founder Tom Bulleit.
The packaging reflects Bulleit’s no-nonsense attitude, sticking around long after the last drop of Kentucky whiskey has gone, gently reminding the consumer to go get another bottle!
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