"New look. same layered result."

While the liquid remains unchanged, staying true to Bill Samuels Jr’s vision for a bourbon that features more of the natural vanilla and caramel notes he admired in his father’s creation, it was time for Maker’s 46 to get a new look in the classic Maker’s Mark bottle.

To support this relaunch, I led development of materials within the newly evolving Maker’s Mark VIS, tweaking the look with a more elevated and rich treatment to differentiate 46 communications. We shot hero bottle imagery in NYC with the incredibly talented photgraphy duo Gentl and Hyers, who brought this more moody vision to life.

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Next, to connect with consumers and trade, we created a cocktail book telling Bill Jr’s story, the 46 process and centered on the theme of “family recipes reimagined.” The book features riffs on the Manhattan, Old Fashioned and Highball and includes cocktail photography we shot in line with the new visual world of Maker’s 46.