Deep Drop Orange Bourbon Identity Design

We were fortunate enough to be approached by Steven Busch (5th generation Busch family member with 16 years experience as an owner of an A-B distributor) and Jeremy Seabridge (international investment banker with 35 years’ experience enhancing revenue through branding and licensing) to develop the creative around a new orange flavored bourbon they were producing called Deep Drop.

Our task in designing the Deep Drop creative was to have the brand be seen as a fresh, stepping stone for new bourbon drinkers. This bourbon is formulated to be just sweet enough to take as a shot or use in a refreshing mixed drink, but not too sweet that it couldn’t be sipped in a smokey old fashioned.

The overall messaging for Deep Drop needed to be a bit cheeky and fun, while also seen as a bit risky, as they encourage their customers to “take a drop on the deep side”. So when it came to designing the Deep Drop brand elements, we focused our attention on capturing the spirit of what the founders had in mind when setting down this path: to create a sophisticated, yet fun and versatile spirit that could be enjoyed with friends as a mixed drink, but also savored by sippers and mixologists in a cocktail, neat or on the rocks.

Where did the name come from, you ask? The Deep Drop brand is connected to the spirit of deep drop fishing- going into the dark uncharted waters, escaping the traffic on the surface and taking a risk to go deep in search of fun and success. Deep Drop is truly unique in a vast ocean of sameness. So go ahead, Take A Drop On The Deep Side…