Challenge
To evolve a recently acquired regional, challenger whiskey that had nothing more than a simple pack design into a fully flushed out national brand without losing its deeply authentic heritage and story.
Navigate the highly proprietary assets embedded in the DNA of the original brand - owned by two other established entities.
Solution
Take the richly, niche badge of the Pendleton Rodeo community and turn it into a symbol for the values of the brand itself. Focusing on the tension between the rough gritty nature of the rodeo cowboy and the refined values of the heritage and history behind both the sport, and its community.
