Let The Rye Roar!
Rita's Rye
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.
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.
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!
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Brooklyn Barrel Co. — 100% New York State
