Bourbon Branding: A Masterclass in Legacy-Led Design
Heritage Meets Style
Bourbon branding is all about balancing heritage and style – something that the James B. Beam Distilling Company embodies in every aspect, including the latest release, Old Grand-Dad 16yr. This 100-proof, highly aged, one-time-only edition bottle is a masterclass in legacy-led design with a timeless appeal.
Designing a Legacy
Dating back to 1882, Old Grand-Dad is the distillery’s oldest expression, representing decades of industry excellence. Combining pre-prohibition aesthetics with modern flair, the stylish packaging design is a celebration of the brand’s rich heritage, showcasing the finer details against a contemporary, type-centric look.
Collaboration with Tavern
Created in collaboration with Brooklyn-based branding agency Tavern, the bottle’s design is a masterful blend of old and new. Displayed proudly on the label is a bold red age statement, inspired by the stamping trends of pre-prohibition whiskey bottles. The warm yellow base color reflects Old Grand-Dad’s previous color palette from the brand’s archives. The overall bottle structure pays homage to heritage design, with the neck taking inspiration from Old Grand-Dad 114’s packaging from the 80s and 90s.
Design Philosophy
"Taking a modern heritage approach to design, we dove into the archives, carefully selecting a unique blend of old and new design elements for inspiration," says Mike Perry, founder and CCO of Tavern in a press release. "Boldness and prestige, inspired by the liquid inside, drove every design decision. We decided on a bold, stripped-back, and type-centric approach for a more modern feel that allowed the subtle details of the overall design to sing."
Packaging Design
The label features a bold, hatched design over a solid black fill, paying homage to the brand’s heritage. The Western-style design is complemented by unique copy highlighting the bourbon’s identity, including "established 1882," "high-rye mash bill," and "Clermont, Kentucky," celebrating history, quality, and authenticity. Refined flourishes such as the bottle’s wax seal, ribbon, and subtle raised sheen on the black type give the packaging a sense of tactile luxury, contrasted with a contemporary OGD monogram for a clean, modern look.
Conclusion
James B. Beam Distilling Company’s Old Grand-Dad 16yr is a testament to the power of heritage and style in bourbon branding. By combining the best of both worlds, the company has created a timeless design that honors its legacy while appealing to a modern audience.
Frequently Asked Questions
Q: What is the significance of Old Grand-Dad’s 16-year-old release?
A: The 16-year-old release is a one-time-only edition, making it a unique and exclusive offering from the James B. Beam Distilling Company.
Q: What inspired the design of the Old Grand-Dad 16yr packaging?
A: The design was inspired by a blend of old and new design elements, taking cues from pre-prohibition aesthetics and modern flair.
Q: Who collaborated on the design of the Old Grand-Dad 16yr packaging?
A: The design was created in collaboration with Brooklyn-based branding agency Tavern.
