Evan Williams Bourbon
“Bring the Flavor”
To coincide with the debut of new product packaging, attract a range of new consumers, and shine a light on their wider portfolio of products, Evan Williams Bourbon commissioned a new creative campaign for their Flavors line-up. The work needed to establish distinctive brand assets and identifiers for Flavors, keeping the bottle central to the exploration while leveraging the hard-earned equity built by the master band. I led concept and script development, and served as Creative Director throughout the video production.
01
Expand brand presence
& market share
02
Debut new product packaging
03
Appeal to a younger, multicultural audience
Good people, good Bourbon, good flavor. That’s it.
The idea that Flavors can liven any mood or moment was key to meaningfully connecting with our audience. Our target demo (A25-35) was looking to play in the Bourbon world: a mindset distinctly different from the Straight Bourbon drinker. Tight framings of enjoyment moments were combined with cascades of fresh ingredients to heighten appetite appeal, while ensuring the bottle remained the hero of the creative. Our modular approach to the collateral was designed to accommodate future line extensions, such as Evan Williams Blackberry in Spring 2026.
Badges featuring the hero palette for each Flavor use fresh ingredients to frame the Evan Williams masterband logo—adding visual interest and instantly telegraphing the flavor profile.
