Woodford Reserve bourbon whiskey has only been around a short while since 1996. It's still gaining traction, but it made a stake in the ground quickly for its amazing taste and distinctively wide bottle. We wanted to shed more light on what makes Woodford special and that came easily from its 200+ unique notes of flavor in every sip. This allows for your own interpretation of flavor memories and sensorial experiences. And what's more sensorial than Woodford's pride and joy, the Kentucky Derby. They are the official sponsor of the whimsical event and for good reason. The extravagance of the derby is evident everywhere. It's in the opulence of a feather tucked in a hat or big broach worn by a derby-goer. It's in the sheen from the satin of the jockey's clothes. The thundering of the pristinely bred horses stampeding away. The flashes of a photo finish race. Or the explosion of herbs in a mint julep. We gathered up all of this richness and pleasure and applied it to our brand platform, A Spectacle for the Senses. We created a visual direction that carried this through with big, wide typography, clean layouts that gleam with white space, and flash photography to capture all the light, color, and texture like you'd get at the derby.