American Metal Whiskey came to us with an exciting challenge: to expand their custom car business by adding a whiskey line. They wanted the whiskey branding to reflect their authentic vibe and culture. What follows is the result of a fantastic collaboration between our team and theirs. oh, and did I mention it won an award? Cool huh! Peep it here
So, what’s this
all about?
I approached American Metal Whiskey by immersing myself in the visual language of biker and whiskey culture. The world is raw, utilitarian, and unapologetic.
Worn metals, bold typography, scars earned over time. There
was no shortage of reference.
The challenge was distilling it
into something authentic, not performative.
CAN YOU FEEL THAT?
The streak references a burnout mark. Aggressive, deliberate, and brief. It’s the moment tension breaks and motion takes over. Anyone who knows engines knows that sound, and what comes next.
Cleaner Lines
Stronger Presence
Better Performance
Cleaner Lines – Stronger Presence – Better Performance
When the bottle is present, it remains the primary brand signal, while a restrained black and white environment reinforces authenticity and aspirational lifestyle cues without competing for attention.
When the bottle is absent, lifestyle imagery is treated in black and white, creating a neutral brand field for a full-color bottle to assert presence and recognition.
After a deep dive into custom motorcycles, custom cars, and whiskey culture, the result was a cohesive campaign designed to convert interest into intent. As the brand grew its retail, DTC, and event presence, the creative worked as a sales catalyst. It drew attention, held it long enough to matter, and helped move people from intrigue to trial.
The work was built with one goal in mind:
make the brand easier to notice, easier to recognize, and easier to choose.
The work was built with
one goal in mind:
make the brand easier to notice,
easier to recognize,
and easier to choose.
