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Blade and Bow, forceMAJEURE Design | International Design Awards Winners
Blade and Bow, forceMAJEURE Design | International Design Awards Winners
Blade and Bow, forceMAJEURE Design | International Design Awards Winners
Blade and Bow, forceMAJEURE Design | International Design Awards Winners
Blade and Bow, forceMAJEURE Design | International Design Awards Winners
Blade and Bow, forceMAJEURE Design | International Design Awards Winners

Blade and Bow

CompanyforceMAJEURE Design
Lead DesignersJB Hartford
ClientAlex Boulware
Prize(s)Honorable 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.