As the second best selling Bourbon in the world, Evan Williams enjoys a strong and loyal following. When the brand went through a repositioning effort, our team was tapped to come up with a campaign that stayed true to the brand's roots while aligning it with the honest, hardworking men and women of Small Town America.
Role: Art Direction, Design
Aligning our campaign with principles like hard work, craft, and consistency, we kept the visuals restrained so our headline copy could do the heavy lifting.
A collaboration with typographer Graham Clifford gave each headline a hand set, personal feel that enhances the idiosyncratic character of the font.
Consumer research telling us that our target customers enjoyed hobbies aligned with a hard working, DIY lifestyle in their off-hours informed visual direction.
Photography focused on hard working Evan Williams employees and weekend warriors created a relatable point of connection between consumers and the brand.
Translating the campaign look to digital brought a tighter focus on packaging and "Since 1783" proof point.
Out of home distilled our message to its simplest elements for quick brand recognition.