White Pike Design & Branding WHITE PIKE WHISKEY by Mother New York

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Industry Whiskey
Media Design & Branding
Market United States
Agency Mother New York
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: PIKE WHISKEY
Product/Service: WHISKEY
: Mother NY
Media placement: packaging - in store - dec 17, 2011
Media placement: packaging - in bars/restaurants - dec 17, 2011
Describe the brief from the client
Create a premium white whiskey brand from the ground up - product, name, identity and packaging - crafted to be a great mixer or enjoyed on its own.
Describe the challenges and key objectives
The challenge was to create a bottle design that felt bespoke and memorable in a standard 750ml size. The primary objective was to create a bottle that would communicate the obvious product differentiation - the clear, mixable, white whiskey inside. A second key objective was to design an iconic bottle that could also act as a brand logo.
Describe how you arrived at the final design
WPW pushes against the competitive category of white whiskeys. We wanted to create conversations around our own niche: an expertly-crafted, mixable whiskey with a bold and direct brand presence.
We played with a range of formats from flasks to wine-like bottles, but to ensure that the design would be an intrinsic part of the mix-ability message, we chose to use a shape familiar to spirit-mixing consumers – the vodka bottle.
The bottle separates itself from other whiskeys but also feels natural in the bartender’s hand. The simplicity of the design language speaks to the brand’s no bullshit vibe.
Give some indication of how successful the outcome was in the market
In 4 months, White Pike Whiskey has gained distribution in over 40 bars and retailers in Brooklyn, Manhattan and New Jersey. WPW scored well at the Ultimate Spirits Challenge 2012 with an 82. By the end of 2012, we hope to be in 200 bars and retail locations encouraging people to drink it however the hell they want