TRUE STORY
The goal was simple: make True Story recognizable, memorable, and ready to stand out wherever customers encountered it.
Bringing a new American whiskey brand to life at retail.
Founded by the Henderson family, the creators behind Angel's Envy, True Story Whiskey represents the next chapter in a three-generation legacy of Kentucky whiskey craftsmanship.
As the brand prepared to enter the market, it needed more than a distinctive bottle. It needed a cohesive retail presence that would introduce the product, capture consumer attention, and build recognition in a competitive spirits category.
The Creative Approach
My work focused on developing point-of-purchase (POP) displays and promotional merchandise that carried True Story's visual identity beyond the bottle.
From retail displays designed to command attention to branded giveaways that encouraged customer engagement, each piece was developed with a larger marketing objective in mind: build awareness, create a consistent brand experience, and support the product's introduction to market.
The challenge was balancing premium aesthetics with real-world functionality, ensuring the designs were visually compelling, practical to produce, and adaptable across different retail and hospitality environments.
The Challenge
Launching a new premium whiskey brand meant translating its identity into memorable experiences across retail and hospitality environments.
The objective was to create branded materials that would stand out on crowded liquor store shelves, support in-store promotions, and extend the True Story experience into bars, tastings, and consumer events.
BOTTLE DESIGN EXPLORATION
