• Rabbit Hole Distilling


    Creative Agency: Murray Brand Communications, Inc.
    Project Type: Produced, Commercial Work
    Client: Rabbit Hole Distilling,
    Location: Louisville, KY
    Packaging Contents: Spirits
    Packaging Materials: Embossed glass with foil embossing on a linen label

    In advance of launching a new premium spirits line, Rabbit Hole Distilling of Louisville, Kentucky turned to Murray Brand Communications to develop its new packaging architecture.

    Initially seeking a label reminiscent of the style associated with fashion designer, Tom Ford, the client later opted for a more classic look in which the brand name is a primary read and quality cues such as foil embossing, serif fonts and a textured linen substrate are combined.

    Along with staging the brand's name prominently in foil at the top of the primary label, Murray Brand designers introduced a diagonal label to heighten brand awareness in a competitive field replete with rectangular labels. To complete the design, a crossing neck band was designed to deliver a more sophisticated looks and convey the feeling of a man wearing a tuxedo with bowtie or ascot.


    What's Unique?
    The linen substrate used for printing is unique to the category as is the tall and proprietary bottle.












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