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BRANCHING OUT THE BRAND
Brand Management, Photography, Graphic Design, Print, CG Modeling
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The lineup of spirits offered by Town Branch are revered for their quality and taste. It gets its name after a river that runs through our hometown of Lexington, Kentucky, and this campaign called upon our ability to celebrate both the familiar and the extraordinary of the product as it stands on its own and the heritage from which it was birthed.
Included in this impressive array is “The Oldest Single Malt in the USA,” a national accolade which also ties itself to the very water source from which this product is developed. Through custom CG imaging, extensive in-house photography and digital compositing/photo manipulation, and good 'ole poignant storytelling, this relaunch brings these Kentucky staples full circle: from the water, to the barrel, to “my usual,” whether you take yours neat or on the rocks.
Lexington Brewing Co. came to us with the desire to launch this product to a national audience and to elevate the branding to compete with larger or more well known brands. To reach the goal of launching the marketing materials at the same time as the product hit the shelves, we had to do a balancing act with the production schedule as bottles has been made but labels were still coming in and getting applied. Armed with a few test proofs from the printer, we utilized CG labels to seamlessly bring these campaigns to life.
The final images were created by taking our location photography of Lexington’s beautiful waterways, studio photography, and CG labels, and carefully piecing them together for a seamless composite.
From ad to ad, 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. Loud and proud, to let the world know a new breed of bourbon has arrived. The final pieces were used in digital materials, social media, promotional posters, and magazine ads.
With A Sincere Thank You To Lexington Brewing & Distilling’s Parent Company, Alltech.
