EAST MEETS WEST BOURBON: Beam Suntory
A new brand developed by Beam meant to unite Beam and Suntory. Master distillers from Kentucky and Japan united to create an east meets west unique bourbon blend. The brief was to design a bottle that heavily leveraged bourbon category cues and considered the brand story. The above image marries the brand story and bourbon perfectly. The design creates a classic bourbon bottle with an ownable ergonomic twist. This design is focused on providing the graphics space to tell the brand story, while allowing the bottle to draw consumers in with its masculine bourbon stance and unique feature.
The design pictured above had some technical challenges with the push-ins in the back of the bottle creating the 2 halves relating to each distiller. The inner cavity of the bottle needs to be carefully considered as not to interfere with the front surface of the bottle or close off the cavity altogether. The design pictured below is relatively straight forward. It fills and conveys easily.
Consumer testing verbatims validated both bottles as unique and premium within the bourbon category.
© pauldiehl 2022
director of industrial design
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