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Taking a shot at a relaunch
Design, Logo, Photography, 3D imaging
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The lineup of spirits offered by Town Branch are revered for their quality and taste. With a name born from the river that runs through its (and our) hometown of Lexington, Kentucky, we were beyond excited to have a chance to assist in their relaunch campaign.
For this relaunch, we needed to celebrate both the familiar and the extraordinary. Through custom 3D imaging and in-house composite photography, this relaunch brings Town Branch's robust and tasty Kentucky staples full circle: from the water, to the barrel, to filling up your glass with 'My usual,' whether you take yours neat or on the rocks.
The imagery compiled in the series of ads we created proved to be a challenge – but we always love a challenge. To complete these images, we worked with 3D artists to create a detailed bottle that interacts with the surroundings in a way that couldn’t be as easily captured with traditional photography. The flexibility of a 3D render allowed us to control such factors as weather, lighting, and maintaining the quality of the materials and labels on the product.
We created composite photos of a completed background using a rendered bottle, along with in-house photographed elements such as river rocks or a fully-stocked picnic table. A render allowed us to work with a bottle that was perfect. Every element was controlled and carefully planned, down to the clarity of the glass, the texture of the paper, and even the contrast of the metallic emboss. The final images we produced for this relaunch were created thanks to careful consideration of all elements: the background, product, labels, legibility, foreground, contrast, and depth of field. To create the ideal image, we composed each element separately, then pieced them together so that the final composition, and in turn the finished product, is seamless.
Thanks to this process, the spirits can be seen haunting their natural habitat – connected either physically, visibly, or conceptually. Each ad created for the campaign puts the Town Branch product front and center, eye-catching and unapologetic. Loud and proud, but only because of the meticulous efforts that built the scene for each of them. Across print and digital materials, social media, posters, magazine ads, and more, the Town Branch name takes root and blossoms across any promotional material it touches.