An invigorating new story and name for whiskey

DAf's Response

Conscious of the strong category cues of whiskey, and the need to fold those into the territory of Lincoln County, Tennessee and to appeal to the target audience, we took a deep dive into the processes involved as well as the geography and history of the state. We developed the name Wanderin’ Rogue and built foundational storytelling around the fictitious character. Our expert packaging team created a label with imagery that speaks to the state, the county, the rogue, and the train he travels on, with fonts, design and a color palette that evoke a certain nostalgia.

Takeway

A new name, foundational storytelling and expert packaging remake a brand into something entirely new.