VIRGINIA DISTILLERY CO.

COURAGE & CONVICTION

Identity, Packaging, Structural Design

THE SITUATION

The US whiskey market was hot, but a vast difference existed between the high tradition of Scotch single malts and the personality-driven blends of US whiskey brands. Virginia Distillery Co. had built its brand on a blend that linked the two but was now ready to launch a new American Single Malt Whisky that would use time-honored Scotch processes but made in America with American raw materials.

THE SOLUTION

VDC engaged us to create a brand that would bring the old country forward to build the new – in a disruptive brand that came to be called Courage & Conviction. We designed both the flagship offering and a collection of three special cask finishes for VDC.

THE EXECUTION

Recognizing that a little heritage goes a long way, we created a custom bottle contrasting the traditional bulbous Scotch neck with a bottle form of “superman” proportions – broad shoulders leading down to a narrow base. With proud typography, a tall vertical label and a big announcement that this is an American Single Malt, the design makes it clear that Courage & Conviction is not your grandfather’s whisky.