Old Prentice Whiskey

It was the flagship brand of notable distiller JTS Brown & Sons – owned by the original co-founders of the Brown-Forman Corporation. Old Prentice was distilled up until Prohibition, restarted in 1933, and was distilled in various locations until production ceased in the early 2000s. Now a part of the Corning & Company portfolio, the company sought to revitalize the brand and refresh the packaging to honor its roots and pedigree while giving it a more contemporary presence.

Inspired by the historic typography, we refined the wordmark with more modern letterforms while keeping some of the quirkiness of the original shapes. The iconic bell logo was carefully re-illustrated and locked with the wordmark to create a versatile emblem that was used in the embossed gold coin on the front of the bottle. We created a color-coding system to clearly distinguish between the brand’s portfolio of small-batch Whiskeys. A gold foil bar was utilized to further elevate the Special Release Rye Whiskey and Single Barrel Kentucky Bourbon Whiskey.