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Bulleit Bourbon Lewis Bag

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.

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“Butterfly Cannon have got to the heart of the Bulleit brand with an evocative piece of packaging design that perfectly conveys the personality of the Bulleit brand and tells the brand story, rooted in craft and authenticity, whilst inviting consumers to experience an authentic serve.”

Hayley Millner, Marketing Manager for Bulleit, Diageo


GOLD, THE PENTAWARDS 2017