Castle & Key Distillery

Castle & Key is a bourbon distillery based in Frankfort, Kentucky that is bringing artistry to life by reimagining how Kentucky Spirits are presented to the world. The recently revitalized distillery wanted to increase marketing efforts by focusing more on their unique products and how they live and interact with their homeplace.

As a part of RedTag, I served as lead art director for this project. We pitched a direction that reimagines how their spirits are seen, felt, and experienced by presenting their spirits as not just a product but as living artistry. We took key distinct visual elements from their existing bottle packaging and from key landmarks around their property, and used them as parts of the newly established visual language that celebrates design, craft, and sensory discovery. Pairing this with a bold reimagining of how bourbon is experienced: beautiful enough to belong in a museum, yet one meant to be touched, shared, and enjoyed as lived craftsmanship.

This project includes a freshly distinct visual identity system, key deliverables including a (not yet launched) ecommerce website, digital ad campaigns, digital brand guidelines complete with a vast library of resources, and many more items to be launched in the future.