The packaging needed to be sophisticated and have strong premium and quality credentials, whilst remaining masculine.
We took small elements of the existing design, stripped it back, and re-laid it out.
The bottle was black so gold was chosen to allow the most important typography to pop off the pack.
A watermark of the turkey is screened in the background and foil is used to drive the quality credentials, with embossing and foiling on the 4-pack to drive further premium cues.
Wild Turkey Rare
Wild Turkey Rare is a premium bourbon that uses measures of Wild Turkey Rare Breed Bourbon to produce a more premium and quality tasting product.
The premium end of the RTD bourbon category was in strong growth and the Wild Turkey team wanted a product that would over-deliver on consumers’ demand and expectation.
Campari – Wild Turkey Rare
Point of Sale