For over 200 years, Buffalo Trace Distillery in Kentucky has produced some of the most celebrated bourbons in the world. But the one that bares their name hasn’t gotten much recognition. We revitalized the brand identity and created a campaign that positions Buffalo Trace as a premium bourbon — reviving the signature spirit of the oldest distillery in America.
Inspired by the iconic torn label on the bottle, we built a design system that provides continuouty and flexibility. We kept the distinct brand colors while introducing transparency as visual motif that mimics the behavior of liquid and contributes to a softer palette.