Daniel Quay
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Leopold Bros. — Straight Bourbon Line


THE ASSIGNMENT 

Package Design for a new Straight Bourbon that highlights a sense of history and place.



Leopold Bros. is a Colorado distillery that honors and revives old-world traditions while pursuing thoughtful and sustainable innovations in distilling.

STUDIO
Consume & Create
ROLE
Art Director and Designer.

My largest contributions were designing and producing the label system, supporting design and type systems, and art direction for illustration.

CREATIVE DIRECTION
Josh Wills

ILLUSTRATION
Dylan Fowler

CONTRIBUTING DESIGNERS CITED ON RELEVANT IMAGERY.



EVERY BOTTLE, A SENSE OF PLACE


Leopold Bros. Straight Bourbon is “distilled on the front range” in Denver, Colorado. More than just a snazzy headline, the seasons of Colorado have a distinct effect on the whiskey distilled by Leopold Bros:

Each summer, Todd Leopold opens the windows of the distilling floor to allow the pollen of the neighboring wildflowers to blow in and enrich the open fermentation process.

After barreling, Leopold Bros. continues the time-honored practice of resting the barrels over earthen floors, another process distinguished by the seasons of Colorado.

With so much of the Straight Bourbon informed by a sense of place, it only made sense that the label system spoke to the locality and unique flora of Colorado.


A Label filled with story

To speak to Leopold Bros. open fermentation process, the Straight Bourbon label is adorned with subtle, embossed filagree of wheat, rye, barley, and Colorado wildflowers.

Leopold Bros. preserves and honors heritage traditions with their distilling processes. A secondary goal of the labeling was to echo this respect for tradition by creating a label that felt timeless.

To deliver on that goal, the design mimics conventions present in 1920’s production; blocky right angles and straightforward layout, mimicking hand-set type. A strong, simple focal diamond and contrast framing help the bottle stand out on shelves. 

Below the main label, an easily-updated Batch Label lists the season the bourbon was barreled. Because the seasonality of the wildflower pollen and the temperature of earthen floors affects the final product, the Batch Labels serve as a vintage.


DETAILS, DETAILS, DETAILS

Glass adornments keep the bottles feeling bespoke and custom.  On the back of the bottle, an ESTD 1999 adornment keeps this system feeling decidedly “bourbon.”

Inspired by old-world scotch labeling and nostaligic americana, an illustration suite of the distillery grounds by Dylan Fowler conveys a rich sense of place. The charcoal illustration is featured across the label system and graces the capsule.



BOTTLED IN BOND

Aged five years, Leopold Bros. Bottled in Bond Straight Bourbon is the flagship of the distillery’s whiskey program. To highlight the distinct care and attention invested in each bottle, the label system underwent a full refresh.



DETAILS, DETAILS, DETAILS


The subtle details adorning the Straight Bourbon bottles now shine in lustrous gold; its sheen speaking to the rigourous and meticulous process of bonded distilling.

Richly toothed paper allows the embossed elements to leap off the label, creating a deceptively simple and understated bottle.





Leopold Bros. Straight Bourbon.
Distilled on the Front Range.



FIN