Challenge:
A Bourbon worthy of calling New York home needed a brand and a home to match, embodying the best of all that New York has to offer – a celebration of the hustle, grit and glamour of New York City whilst rooted in tradition and the history embedded in the very bricks and mortar the brand would call home.

With only the physical product to hand, Great Jones Distilling Co. were in desperate need of a brand strategy, visual world and brand guidelines. As part of the project, a 3 day immersion and workshop was conducted on site in New York to redefine the brand and establish a future-proof vision.

Solution:
A cutting-edge strategy and extensive brand guidelines, covering everything from how the brand talks and shows up, to a detailed outline of the distillery tour and experience, to the key serves behind the bar and in the restaurant, right down to the art on the walls, the music in the lobby and the signature aroma throughout the brand home.

The look and feel embodied the creative idea of GRAND & GRIT. ‘GRAND’, reflecting the glamour and bustle of all the audacious schemes and hard work of those who came before and ‘GRIT’, bringing a unique and own-able edge and stopping the brand from slipping into the nostalgia-trap.