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The goal of the project is to develop the next generation packaging and point-of-purchase display for Basil Hayden's Kentucky Straight Bourbon Wh… Read More
The goal of the project is to develop the next generation packaging and point-of-purchase display for Basil Hayden's Kentucky Straight Bourbon Whiskey. The redesign must preserve the values and personality characteristic of the Basil Hayden brand identity while encouraging an increase in sale and popularity. The redesign must not only do justice to the heritage of bourbon as a drink, but also celebrate the delicate, refined characteristics that are unique to Basil Hayden's. Read Less
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Basil Hayden's Packaging
The goal of the project is to develop the next generation packaging and point-of-purchase display for Basil Hayden's Kentucky Straight Bourbon Whiskey. The redesign must preserve the values and personality characteristic of the Basil Hayden brand identity while encouraging an increase in sale and popularity. The redesign must not only do justice to the heritage of bourbon as a drink, but also celebrate the delicate, refined characteristics that are unique to Basil Hayden's.


The form of the bottle hints at that of a flask, and the swing tag allows the emboss on the glass to be the only label after purchase. 
The display requires consumers to open the cabinet to purchase a bottle. This activity presents consumers with the sensations of the ideal bourbon experience: the weight of a heavy cabinet door, the smell of aged oak, and the sight of a glass tumbler on a tray.