American whiskey sales have soared by 40% in the past five years, and Brown-Forman sought to introduce their first new bourbon brand in over twenty years and make it the brand people will ask a bartender for by name, seek out in store, and proudly recommend to others.
Brown-Forman is the only distiller that still makes their own barrels in their own cooperage. Because the character of bourbon, more than any other spirit, comes from its barrel, we created the brand from that single idea. The target audience thirsts for new, unique experiences, and distinctive, “exclusive” knowledge. He seeks to learn and discover the secrets and nuances within the world of bourbon so he can share his knowledge with others and demonstrate his savvy.
Using meaning-based storytelling and semiotic design codes, we created a compelling brand story that consumers see as truly unique. Our approach to developing a design language based in the semiotic codes connects the uniqueness of the brand to the unique brotherhood of the Brown-Forman cooper, building in numerous opportunities for the Coopers’ Craft brand to teach and reveal so the aspiring expert can be in-the-know and pass along his knowledge.
The brand story was brought to life through an identity expressed through a robust design language, verbal expression, and moving image that allows for meaningful activation across all media.