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

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