From Barrel to Brand
Project Denim | New-to-World Canadian/American Whiskey (Pre-Launch)
Project Denim began with a rare asset: exceptional 6–17 year aged Canadian and American whiskey stocks and a mandate to create a new-to-world brand designed to compete on American shelves.
The liquid was ready.
The brand did not exist.
In heritage-driven categories like whiskey, design must signal credibility instantly. There is no room for hesitation.
1. The Challenge
The packaging needed to:
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Feel credible on an American whiskey shelf
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Signal premium quality and aged depth
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Stand out without feeling flashy
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Build heritage without inherited history
In a category steeped in tradition, subtlety matters.
2. Round One: Territory Exploration
We developed multiple brand territories for consumer testing, including Coalbanks, Coalhurst, Lostwood, and Fort Whoop-Up.
Each concept explored a different narrative rooted in place, frontier spirit, and craftsmanship — expressed through typography, label architecture, color blocking, and premium finishing cues.
The focus was shelf presence and perception.
How does a new brand feel established?
How does it look premium without overstating itself?
3. Round Two: Refinement & Optimization
Consumer testing identified Coalbanks as the strongest concept.
From there, we refined:
Brand story clarity
Visual hierarchy
Contrast for shelf visibility
Tactile premium cues (paper stock, embossing, foil)
Bottle balance and proportion
The final expression struck a balance between rugged authenticity and modern refinement.
4. The Outcome
Before launch, Constellation divested the distillery and aging stocks as part of a broader portfolio shift.
The product did not reach shelves.
However, the work represents a fully developed, consumer-validated brand built from the ground up — from territory exploration and naming through optimized, shelf-ready packaging.
Not every strong brand makes it to market.
The thinking and craft remain.
5. The Team
Developed in collaboration with Jerome Maurez, Rosanne Chan, Lori Rosales, Adrian Fernandez, and internal cross-functional partners.