WAY DOWN THE MOUNTAIN
Brand Creation
Hunter Laing ventures into premium bourbon with Way Down the Mountain, featuring 6- and 25-year-old expressions. Inspired by Kentucky's iconic Wildcat, our naming and packaging design work capture its story with grace and power, showcased through a striking hand-drawn illustration.
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WAY DOWN THE MOUNTAIN
Brand Creation
Hunter Laing are blenders and bottlers of high-end Scotch whisky. However, with increasing market demands in the US, Germany and Japan, they decided to develop their first premium bourbon whiskey brand, which consists of two SKUs: 6 and 25 years old.
Conveying the Kentucky origin, the brand name "Way Down the Mountain" refers to the title of a banjo tune, typical local music performed by J.M. Mullins in 1937.
Adding a sense of origin and naturality, the Kentucky Wildcat, also the mascot of the University of Kentucky sports teams, is a quiet, secretive carnivore of the forest rarely seen, even by the most active nature enthusiast.
With a hand-drawn illustration, we used this symbol of elegance and strength as the hero of the design presentation, screened in gold foil onto the bottle.
Perfectly connected with the steep label diecut shape, the wild cat sits perfectly aligned as if it's going down the mountain. A landscape is implemented onto the secondary packaging, with its 360° view of the landscape across all sides.
The rest of the presentation, using natural tones of colours, southeastern American typefaces, high-level printing finishing and a metal piece, conveys elegance and refinement.
Brand Creation
Hunter Laing are blenders and bottlers of high-end Scotch whisky. However, with increasing market demands in the US, Germany and Japan, they decided to develop their first premium bourbon whiskey brand, which consists of two SKUs: 6 and 25 years old.
Conveying the Kentucky origin, the brand name "Way Down the Mountain" refers to the title of a banjo tune, typical local music performed by J.M. Mullins in 1937.
Adding a sense of origin and naturality, the Kentucky Wildcat, also the mascot of the University of Kentucky sports teams, is a quiet, secretive carnivore of the forest rarely seen, even by the most active nature enthusiast.
With a hand-drawn illustration, we used this symbol of elegance and strength as the hero of the design presentation, screened in gold foil onto the bottle.
Perfectly connected with the steep label diecut shape, the wild cat sits perfectly aligned as if it's going down the mountain. A landscape is implemented onto the secondary packaging, with its 360° view of the landscape across all sides.
The rest of the presentation, using natural tones of colours, southeastern American typefaces, high-level printing finishing and a metal piece, conveys elegance and refinement.
Storytelling
Naming
Packaging
Brand Identity
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