Brief Explanation

Wild Turkey has a strong foothold in the Japanese market with many loyal consumers. It desired to create a unique 12 year old bourbon for the market with a focus on how long the the bourbon was aged in oak barrels rather than a focus on proof. It needed to appeal to a Japanese consumer that values American heritage as well as traditional Bourbon aesthetics. It was integral that the design kept the core equities of the Wild Turkey brand essence, while creating a unique new look for the Japanese consumer.

The Brief

Create a design for Wild Turkey bourbon in Japan that focuses on the age rather than the proof.

How the final design was conceived

The classic bottle shape remains the same, but the label got an attitude makeover. Cleaner and more aggressive than before, the famous Wild Turkey symbol stands proud and the design shouts out the product's age and the brand's Kentucky heritage like never before. The rich blue color provides regal cues associated with a premium product and also helps it stand out from the core lineup of Wild Turkey bourbons.

Indication of how successful the outcome was in the market

The product was extremely well received in the market with product selling out almost immediately in retail environments.