The Art of Texas Whiskey

CLIENT

Art direction, design, print, web design, motion & animation

Still Austin Whiskey Co.

ROLE

Still Austin Whiskey Co. regularly highlights artists (see The Artist and Distillery Reserve Series) and were looking to evolve this concept into a brand awareness campaign called The Art of Texas Whiskey.

Starting with the idea is that creating whiskey is itself a form of art, we looked to draw connections between that and other art forms. A cornerstone of Still’s brand is the art on their bottle as well as the individuals who create work for them and make them unique from other whiskey brands. My job was to capture that act of creation in the campaign, while also highlighting the artists they’ve collaborated with through the years.

This campaign built off the visual direction I established in the Artist, and then expanded to include more brand and narrative elements. I worked with some top notch copywriters who came up with clever lines creating parallels between whiskey and art. The result is a multi-channel campaign that came to life on their website, around the city of Austin, at activation events, and across their marketing channels.

01. Campaign Elements

The main elements of the campaign are the tagline combined with the chevron shape. The Art of Texas Whiskey tagline’s style is flexible and adapts to whatever medium it lives in, becoming a part of its environment.

The chevron, inspired directly by their label shape, becomes a visual device that draws connections between whiskey and art in both moving and static applications. It acts as a frame in video and also as a container shape when the brand communicates with the viewer.

02. Story and Landing Page

I designed a landing page to launch the campaign. The page introduces the concept and weaves a narrative thread through all of Still’s creative collaborations. Finally, it invites the audience to participate by submitting art for a chance to be featured on a future limited release.

Link to landing page

“ We celebrate artists who share our creative spirit and all those with a passion to inspire, because just like any great work of art, our whiskey is meant to be shared. ”

03. OOH, Social Media, & Paid Ads

For the advertising portion of the campaign, we shot product photos in artist’s spaces — a stage for “The Musician” and a photo studio for “Cask Strength”. These images filled out the Still product portfolio and became the key art for billboards around Austin.