Old Fitzgerald Bourbon
“The Pleasure Is Ours”
With a pedigree spanning over 120 years, Old Fitzgerald was a highly allocated, highly sought after bourbon that was largely unattainable. To bring the label within reach of a broader audience, the brand introduced a new, more accessible offering: Old Fitzgerald Bottled-in-Bond 7-Year-Old. My team was tasked with developing a brand identity and 360 launch campaign that would position the new Old Fitz as the pinnacle of hospitality, and an invitation to savor shared moments. I served as Creative Director and concept lead.
01
Establish a new
brand identity
03
Drive awareness & capture attention
02
Preserve the brand’s ultra-premium reputation
A campaign to welcome in our audience and indulge their intuitive sense of enduring style. It’s opulent yet energetic, playful yet polished, and classically cool. Using the brand’s vast collection of 1950s and 1960s adverts as inspiration, the look and feel lived at the intersection of modernity and nostalgia. Ornate patterns and vintage prints were offset by the restraint and simplicity of isolating the Old Fitzgerald sash and shield, giving the brand’s distinctive asset legs across all consumer touch-points.
The logo shield functioned as a holder for the tagline: a warm, colloquial expression that puts a core gift of the brand—pleasure—at the heart of the campaign. The brand tone of voice further romanced the warmth of hospitality depicted in our creative.
Low frame rate videos added to the brand’s elevated nostalgia aesthetic and brought a touch of whimsy to Old Fitz’z social media.
Credits
Client: Old Fitzgerald Bourbon
Agency: Method1
Photography: Chelsea Kyle