Maker’s Mark asked us to create a travel retail concept for their Wood Finishing Series, a premium expression of limited single cask releases with a set of flavours inspired by different key cities.
We got to work, developing language and selling stories that could be adapted to each of these key locations. We positioned these as true distillations of the spirit of these cities.
The whiskies were finished with a unique selection of 10 staves, we re-imagined these as famous landmarks, imparting the flavours of their home city.
We crafted a flexible identity system that could easily be adapted to each city. We also developed displays, gifting and sampling experiences which could be layered throughout the environments.
To launch the campaign, we created a pop-up at JFK which opened with a splash over the busy festive season.
The creative has now been successfully rolled out across the globe and featured in industry press.
Project completed in partnership with Wonderworks Communications.