Maker’s Mark partnered with prominent chefs in major cities to create custom taste profiles of their classic whisky – a celebration of the unique cultures & flavor palettes of each city. With many layers to the story – custom wood profiles, unique cities, chef collaborations – the solution was beautifully simple. Visual similarities were identified between tree grains and street grids. The resulting wood maps prints are deliberately subtle and show an attention to detail required for premium whisky. This core idea of a city map was reinforced in the chosen global travel retail spaces.

As part of their Wood Finishing program, Maker’s Mark partnered with prominent chefs in major cities around the world to create custom taste profiles of their classic whisky – a celebration of the unique cultures & local flavor palettes. With only 720 bottles of each collaboration available, our brief was to find a visual solution that felt special, iconic and connected to the heart of the brand.

With many layers to the story – custom wood profiles, unique cities, chef collaborations – the solution was beautifully simple. Visual similarities were identified between tree grains found in nature and street grids created by man. The resulting wood maps are deliberately subtle, a discovery element, and showcase attention to detail and craft needed in the premium whisky category.

Maker's Mark promoted this Limited Edition product and their general Wood Finishing Series product by building out their global travel retail experiences in the JFK and Sydney airports.