Agency: Thoroughbred Spirits Design
Head of Creative: Benjamin Carr
Executive Director: Scott Schiller
Managing Director: Ann Moran
Head of Client Services: Kristin Shirtz
Location: United Kingdom
Project Type: Produced
Client: Burnt Church Distillery
Product Launch Location: United Kingdom
Packaging Contents: Spirits
Packaging Substrate / Materials: Glass Bottle
Printing Process: Flexography

When the brothers at Burnt Church Distillery first told us they wanted to make a “bourbon for women”, we had our reservations, that is, until they told us why. Intrigued by the research showing a tendency for women to have more attuned senses of smell and taste, the brothers sought to create a complex spirit to engage and appeal to a more sensitive palate that could pick up on distinct nuances.

We knew this couldn’t be a stereotypical, pink-forward package; we had to create a story and packaging for this six-grain bourbon that would appeal to both women and men while honoring the unique strengths of women. Inspired by the distillery’s roots with the Lowcountry, it only made sense to connect to the story of Anita, a suffragist. She was an independent-minded woman who made bold choices that shaped her legacy and improved the lives of women for generations to come.

This packaging is designed to convey the boldness of spirit – to reflect self-assurance with understated strength and beauty. With a single label full of tactile embossing, subtle ‘A’ pattern work in the background, and a distinctly monochromatic color palette, this spirit is the distillery’s number one seller and a category break-out bottle selection.

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