Wild Turkey Rare
Wild Turkey Rare is a push into the premium bourbon category that leverages their existing Rare trademark.
The premium end of the RTD bourbon category was in strong growth and the Wild Turkey team wanted a product that would over deliver to consumers demand. The concept was to use a drop or two of the WT Rare premium product to produce a more premium and quality tasting product. It needed to be sophisticated and have strong premium and quality credentials but still be masculine.
The existing WT Rare bottle and labelling was very traditional and was not going to appeal to the target consumer so small elements of this design were taken forward, stripped back and relaid out. The bottle was black so gold was chosen as the best colour for most of the typography. A watermark of the turkey is screened in the background and foil is used predominantly to drive the quality credentials. The 4 pack used embossing and foiling to drive further quality and premium cues.Tags