| Story | While the Maker's Mark bottle has remained virtually unchanged since 1958, the brand's overall identity was visually disconnected from the packaging.Through a unique red and cream color palette, the use of abstract red dips and transitions, as well as a new graphic icon, the brand's unmistakable wax dip is semiotically reinforced throughout the system – to build global familiarity and recognition, all while challenging whisky conventions.A crafted approach to design stayed true to the core values of the brand, while ensuring consistent focus towards modernity and freshness. Assets were carved using traditional wood etching techniques and two custom fonts were created based on the beautifully imperfect language found on the original 60 y.o. label. The end result is a system that lives and breathes the brand idea of ‘hand-made,’ reflecting the bourbon-making process the distillery has pioneered since its founding. |