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Raison Pure NYC collaborated with the North American Innovation team at Diageo to create Orphan Barrel. Orphan Barrel, a new to world brand, was created to find forgotten barrels of rare and delicious whiskey hidden away in rickhouses and distilleries. Tenets important to the brand are craft, quality and authenticity—each touchpoint from hand drawn labels to the bottling line reflect how these tenants are core beliefs lived by the brand.
The Orphan Barrel branding uses a rough-hewn hand drawn brandmark and a color palette of grays, browns and golds echoing the materials and colors from the rickhouses and distilleries where these barrels are found. The branding for Orphan Barrel remains consistent with each launch to announce all variants as members of the family, but the individual issues have their own personalities with animals that express the unique character of liquid and name.
There are currently two brands launched: 20-year-old Barterhouse Whiskey and 26-year-aged Old Blowhard Whiskey. Both brands are expected to begin appearing on select shelves throughout the U.S. in March 2014 under strict allocation due to limited supply.
Barterhouse Whiskey has a vintage khaki and brown label meant to look like a trade post circular featuring a sly fox as a salesman. Its substrate is a thick stock toothy paper meant to feel like a circular, and to communicate craft.
Old Blowhard is a beautiful nautical blue label featuring a whale exhaling through its blowhole before launching into another opinionated debate. Powerful fonts rooted in swagger proclaim the spirit’s impressive age statement and status as Kentucky Straight Bourbon.
Each label was hand lettered and drawn featuring metallic varnishes and foil stamps, each detail reinforces authenticity and craftsmanship.
The program has been met with excitement within Diageo, as well as with the Bourbon connoisseur community. There have been multiple launch events in key markets celebrating the new brand, its liquid and the crafted design. Additionally the design work, and overall brand, are going to be featured as a best in class example at multiple Diageo-wide meetings on design and strategy.