Blade and Bow

CompanyforceMAJEURE Design
ClientAlex Boulware
DesignerJB Hartford
PrizeHonorable Mention
Project LinkView
Entry Description

The Blade and Bow story began with the founding of the legendary Stitzel-Weller Distillery in 1935, a Louisville icon and home to the fathers of bourbon. With a commitment to craftsmanship and artistry, forceMAJEURE and Diageo re-imagined what Kentucky Bourbon could be until distilling stopped in 1992, to create the company’s next play in the high-end Bourbon segment. Named after the two parts of a skeleton key, the blade shaft and the ornate bow, the brand is a tribute to the five keys that once hung on the door of the Stitzel- Weller Distillery. These keys represented the five steps of crafting bourbon—grains, yeast, fermentation, distillation and aging. Each neck capsule is adorned by 1 of the 5 collectible keys. Five of the six sides of the bottle are dedicated to explaining the five steps of crafting bourbon. The creation of Diageo’s next play in the high-end Bourbon segment: a proud tribute to the Stitzel-Weller Distillery.