Kentucky bourbon brand Maker’s Mark has been distilling whiskeys since 1958, and since day one, it has been sealing its bottles by hand-dipping them in a specially formulated wax. That red wax has become Maker’s signature visual component, giving the bourbon a distinctive look among other spirits on the shelf.
It is that hand-dipped red wax that takes center stage in the latest brand refresh for Maker’s Mark, in partnership with agency Turner Duckworth. The “red drip” is graphically recreated, complimented by the label’s tan color. Additional visual assets were handcrafted using traditional wood etching techniques, and they also made two custom fonts based on the original label for the refresh.
“The bottle acted as a North Star that we held all our creative work up to,” said Jared Britton, creative director for Turner Duckworth, in a press release. “Setting our direction, we wanted to contemporize the identity in a way that felt reflective of the original source, and ultimately create a foundation for Maker’s to become a true global icon.”
The result is a brand refresh that emphasizes a handmade quality, exemplified by the red wax the bottles are still hand-dipped. The new visual identity is warm, respects Maker’s heritage, and ensures that the distinctly packaged spirit will continue to call out to bourbon drinkers while attracting new ones.
