Challenge
Wild Turkey Rare is a premium bourbon that uses measures of Wild Turkey Rare Breed Bourbon to produce a more premium and quality tasting product. The premium end of the RTD bourbon category was in strong growth and the Wild Turkey team wanted a product that would over-deliver on consumers’ demand and expectation. Packaging Advertising
Solution
The packaging needed to be sophisticated and have strong premium and quality credentials, whilst remaining masculine. We took small elements of the existing design, stripped it back, and re-laid it out. The bottle was black so gold was chosen to allow the most important typography to pop off the pack. A watermark of the turkey is screened in the background and foil is used to drive the quality credentials, with embossing and foiling on the 4-pack to drive further premium cues.
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