Red Falcon Whiskey

The creative brief's primary directive was to create new branding and packaging for Red Falcon Whiskey to attract a younger demographic. The target market for Red Falcon Whiskey is mainly young professionals. Specifically, males from the 25-35 age group who are looking for a sophisticated, high-end, contemporary, and great-tasting whiskey. My creative responsibility was to bring a modern and opulent touch to a lifestyle that was historically geared towards an older working-class male audience.

My design approach to Red Falcon Whiskey's branding and packaging came from the study of the falcon bird and the brand's legacy. This process gave the brand an innate sense of freedom, authenticity and forward movement. The falcon became a pivotal part of the brand's identity, also it is visually a very majestic creature to work with. That's why the "falcon icon" became the focal point of the logo design. I wanted the packaging to be minimalistic and bold. I did not want any of the supporting design elements and the high-end materials to clash with the logo on both the box or the bottle. The logo became the main door that the audience entered in order to get the full and one-of-a-kind Red Falcon Whiskey experience.

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