Being approached to create the brand identity for an alcohol product that has never been created before was damn exciting! The General isn’t necessarily a bourbon or a whiskey but it is flavoured to taste like bourbon with coke. The aim was to make it look like a bourbon without necessarily saying it was. Hence the confederate style look and the use of colours and textures that are synonymous with bourbon and the Deep South of the USA.

Working close with the client, we decided to use illustrations and graphics that gave a large nod to this area as well as this would further align the flavour with the product. We also used the term ‘Kentucky Cola’ to reinforce this sense of bourbon flavour whilst using the traditional red to highlight that it was premixed with a cola flavour. The General has only just hit the shelves but is already gaining momentum within the market which is great to see!