Communications to develop the label graphics and shipper cases for its collection of rye whiskey, gin,
and bourbon.
After performing SWOT analysis on competitive offerings and conducting client stakeholder interviews
to more fully understand the desired brand positioning and graphic themes to be pursued, Murray Brand created a range of label concepts to communicate sophisticated, handcrafted and premium quality.
To elevate consumer awareness for the new line, Murray Brand’s designers prominently staged the
Rabbit Hole name in a foil stamp at the top of the primary layout. Supporting this brand-building element, a diagonal label was selected to differentiate Rabbit Hole in a competitive field replete with rectangular formats. A formal serif font applied to a linen label substrate was then introduced along with a crossing neck band to deliver a more sophisticated looks and convey the feeling of a man wearing a tuxedo with bowtie or ascot.