Whiskey has played a huge roll in the recent explosion of the American spirits industry. In fact, over the last 12 years, whiskey products represent over 10% of new product introductions, second only to vodka. Knowing the category would quickly become saturated with masculine brands, we, along with Canopy Management, saw a growing opportunity with one of the most influential consumer groups in the spirits market: Women. With the intention of being one of the first to enter this growing void in the market, Canopy Management came to CF Napa with the bold proposition to develop a female centric bourbon whiskey brand. The challenge for this project was to develop a package design that was unmistakably bourbon, with just the right amount of feminine appeal, and to do so before the competition.
Building from the tagline “Real Women Drink Whiskey” the packaging has a bold brand name while the detailing throughout the label is reminiscent of historic saloons. Just like the product inside the bottle, the package design has a “sweeter” more feminine sensibility while still holding true to its whiskey roots. To give the design a refined finish, we debossed the line detailing around the Whiskey Sister word mark and used gold foiling throughout the package to further enhance the feminine appeal. Lastly, the orange “WS” monogram in the upper left hand corner gives the design a subtle flavor cue and a modest contemporary influence.
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