Project Overview

Ladies and gentlemen, step right up! Introducing three new flavors - Spiced, Cinnamon and Sarsaparilla - from the world's most entertaining whisky distiller, sure to bewilder and amaze all who behold!

Raison Pure NYC was tasked by Diageo North America to pique your curiosity with a new line of strangely delicious whiskies, with Jeremiah Weed as the main attraction. The labels display a faceless man (or, as we like to refer to him, "typeface") with intricate variant-specific flavor cues spiraling out of his top hat, a perfect mix of hand-crafted typography and cunning copy that draw you into the details. Jeremiah Weed, the world's most extraordinary whiskey in the world - perfect for your mouth!

Project Details

Jeremiah Weed - creating a new variant for an existing brand. With the explosion of flavored whisky and the increase in female whisky drinkers, our challenge was to create a new line of flavored whiskies that would bring something fun, irreverent, approachable and unique to this emerging category. One of the main challenges that we faced was the incredibly fast turnaround for the project, which was approximately 1 year from brief to launch. The second fundamental challenge was the lack in ancillary marketing support for the launch and activation, requiring the packaging to work extra hard to engage consumers from the shelf. With such tight timings, we used stock structures, so needed to ensure that the graphic design worked as hard as possible to inspire and win consumers. We utilized the full technical capabilities of digital printing to not only ensure a fast turnaround, but the emerging technology - a new technology not traditionally used in such a traditional category - enabled us to fully realize design intent without compromising on the quality of our idea. We needed to create something unique, tongue-in-cheek and ownable, something to disrupt the whisky category by breaking its rules and conventions, and challenge the perception of whisky being male dominated, stuffy and unapproachable. It was a real paradigm-shifting project in such a stuffy, heritage-driven category that was lacking in design innovation and challenged what whisky is perceived to be by targeting a more social positioning; a whisky for sharing with friends that disrupted the mundane with curiosity, whimsy and craft. To enable us to deliver the project, we worked with the client to delve into the story and personality of Jeremiah Weed. We defined the target audience as being not just male dominated, so brought in some of the crafted detailing to bring the proposition to life and took a new way to communicate flavors. From untraditional whisky makers for all of us troublemakers - let's take a shot at creating something hot. Let's get mischievous and let's get to drinking. A good spirit with a strange outlook. Shots up to libation and celebration.