Nelson County bourbon

Client: Pinnacle Drinks

Task:   Brand revitalisation


Although hailing from Bardstown, ‘the world capital of Bourbon’ and enjoying a loyal following, research suggested that the Nelson County packaging was poorly designed and looked like a ‘cheap rip-off’ of Jim Beam.

From challenge to challenger brand

Our goal was to improve the perception of Nelson County by re-designing the identity into something more contemporary and valuable. Conscious of not alienating the loyalists, we retained core memory assets, yet evolved the overall aesthetic to help shift those negative perceptions and deliver a range that worked harder on shelf.


Launch date TBA