Brown-Forman

Brown-Forman is one of the largest American-owned spirits and wine companies on the planet, selling over 160 brands worldwide, including Jack Daniel’s, Southern Comfort and Finlandia Vodka. The company believes in responsibly producing and promoting their brands, conserving the environment and actively engaging communities around the globe.

 I had the pleasure of working with this organization from 2007 – 2011. During those years, many of the Brown-Forman brands had undergone changes to their identity. Whether it was simple collateral changes, to a major brand overhauls (as in the case of Jack Daniel’s, Finlandia and Southern Comfort), I was there to help, not only to design but to introduce new branding and enforce new standards to a large group of designers from coast to coast. 

Some of these brand overhauls were complex. Take, for example, Jack Daniel’s. The brand, not only went through packaging, bottle, and label redesigns but also introduced new cocktail cans into the Canadian market which boosted the strength of the parent family. By offering a new and unique perspective to consumers it added brand complexity and a fundamental shift in how these brands were consumed.

Each piece of Brown-Forman collateral was created under very strict brand guidelines. “Drink Responsibly” was not just a tagline, it was an ideal to be enforced.Each advertisement that was created embodied the ideal and ensured that people featured in photos were age appropriate, that sexuality was never celebrated or sold and the product never took the back seat.

I not only helped to design new collateral and promotional materials across the country, I was also heavily involved in the creation of Brown-Forman promotional outlines. The outlines detailed specific campaigns, advertisements, and events for each brand, such as Jack’s (Daniel’s) Birthday, Southern Comfort’s “Comfort and Joy”, Finlandia’s “Evolution of Perfection” and more. These promotional outlines specified target demographics, event strategies and goals for every wine and spirit sold in Canada.

It should also be noted that custom artwork was also created for times when sales reps held cross-promotional events outside of the Brown-Forman Promotional Outlines. In each case, however, I ensured that the brand guidelines were upheld in every project.

Below are a few sample projects created for Brown-Forman.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.