The Roadhouse Whiskey project is a case study designed with the support of the Crowded Barrel Whiskey Co, a crowd-funded whiskey distillery based in Austin, Texas. In 2018, the distillery officially opened with goal of whiskey created for and by the community. The community, known as "The Whiskey Tribe", gather in various online forums. Participation in their Patreon allows the community to have a voice in all aspects of the whiskey creation from grain to glass.
"The Whiskey Tribe is a fully formed world on its own, but for the most curious and committed members, it’s also a gateway into a new kind of whiskey-obsessed lifestyle."
- Eric Benson (Senior Editor, Texas Monthly)
As part of the project, we wanted to create a packaging and branding design that stood out amongst the competitors. To do this, we used a “hand crafted” typeface as a nod to the hand crafting of the whiskey that the distillery produces. We intentionally chose a typeface called Stay Weird, as a nod to the Keep Austin Weird campaign, adopted by the Austin Independent Business Alliance.
