We were delighted when Rita’s Rye approached us to launch their new whiskey offering. Especially when we got the brief!

The Brief — Create a unique brand identity that roars into the marketplace. Break the mold, make it bold, and give it stand out shelf appeal.

Tired of the faux, pre-prohibition, tinted sepia narrative that was saturating the Rye whisky market, Rita’s Rye wanted to make merry and bring vibrancy to the table.

Our Strategy — We worked closely with the brand leaders and stakeholders to distill the essence of the brand’s core thematic. From there we developed a campaign centering on the visceral nature of a ROAR. The Lion - nature’s king - embodied the spirit of the brand’s energy and ethos, so we commissioned award winning, London based artist Oksana Valentelis to create a limited edition collection of custom paper cut lion masks, which we transformed into labels. Each label signifying a specific proof/distillation period.

The Result — Rita’s Rye did in fact roar into the marketplace and immediately won Double Gold at the 2018 San Francisco World Spirits awards.

Let the Good Times Roar!

Abercrombie & Fitch

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