Iconic frontier bourbon Bulleit asked for a new outer pack which would look disruptive on shelf but hold true to their straight-talking and authentic character. For a no-nonsense brand like Bulleit, gift packaging had to perform a practical purpose too.
We designed a utilitarian outer pack that lived on as a Lewis Bag. The figure-hugging design (with the characteristic bottle graphics) clearly shows the iconic outline and identity of Bulleit. But the key to its impact? Anybody can use it to smash their ice, with ease, for every serve.
Hayley Millner, Marketing Manager for Bulleit, Diageo
GOLD, THE PENTAWARDS 2017