The brand design by Stitch Design Co. is inspired by the five keys Pappy hung on his distillery door to represent the five steps in bourbon making and his famous label, Old Fitzgerald, which he deemed, »your key to hospitality.«
The logotype and letterforms evoke the simple, historically rooted character of bourbon labels from the family’s archival collection. A family of graphic elements and patterns adds visual interest and flexibility to the brand application and roots the design in its unique place — Kentucky bourbon country.
Custom package design, bespoke butcher paper, package tape, and stickers for an array of products — from bourbon balls, cocktail mixers, and coffee to nib brittle and pepper sauce — create an authentic, beautiful, cohesive, and unforgettable brand experience.
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