CLIENT - CAMPARI
BRAND - WILD TURKEY
MARKET - AUSTRALIA & NEW ZEALAND
SCOPE - DESIGN STRATEGY / PACKAGING
BRIEF - DISCOVER YOUR WILD

Two for the price of one! Firstly, an entire rebrand of the existing RTD Wild Turkey range. It was inconsistent in itself and was not nearly close enough to the parent bottled spirit. With that sizeable project completed, we then embarked on an innovation journey that sought to build and expand the occasionality for Wild Turkeys RTD portfolio. 
There were two new products types and six variants in all for the newly created Discovery range. We were challenged by the client team to find a unique design angle for this design work. Fortunately having been to Kentucky and enjoyed the State and its bourbon, we had some insight into what makes Kentucky special. That happens to be its abundance of forests. It is the second most verdant state after Maryland! We looked to build a premium, yet masculine aesthetic by tapping into this geo truth. In doing so we created new distinctive assets that we could carry across multiple touch-points beyond pack. Even Matthew approves of a little Discovery…