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Blade and Bow

by Elizabeth Freeman on 08/10/2015 | 3 Minute Read

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Just looking at this beautiful 6 sided bottle of Bourbon you can feel the luxury of what must be inside. What a treat. I wasn’t surprised in the least when I saw this beautiful project was created by the New York-based RPNYC Design House. As previous winners of The Dieline Packaging Awards in the spirits category, I’ve come to know their work as being elegant, strong and of the highest quality. 

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Recently unveiled by Diageo, the new Blade & Bow Kentucky Straight Bourbon Whiskey is named after the two parts of a skeleton key, the Blade and Bow. The spirits also pay tribute to the five keys of crafting bourbon which are legendary at Stitzel-Weller Distillery in Louisville, Kentucky. Found throughout the distillery is an iconic “five keys” symbol which RPNYC Design House took inspiration from and incorporated into the design work. “The Five Key symbol stands for the five steps of making bourbon (grains, yeast, fermentation, distillation and aging) and was later used as a symbol of southern hospitality.”

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Blade & Bow is available in two offerings – Kentucky Straight Bourbon Whiskey and the 22-Year-Old Limited Release Kentucky Straight Bourbon Whiskey. The two are differentiated by color and bottle shape, but fit together as a perfect pair. A navy color palette for one and gold for the other, each glows against the rich amber of the high-end Bourbon inside. Hanging from each bottle’s neck is 1 of 5 collectible keys, another reference to honoring the Five Key way of doing things. On the front of each bottle is a circular emblem with the “five keys” symbol nested inside. The brand name “Blade and Bow” wraps around the inside of the circular shape with a classical design strength. The emblem is inspired by a metallic lock combination, and with the collectible key dangling from above it, the concept has been executed seamlessly. RPNYC Design House has created yet another stunning packaging design. Infused with the history of the distillery and the iconography found within it, I suspect this new brand will launch to a receptive market.  

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Creative Director: JB Hartford Designers: Kyle Wessel, Alex Boulware and Matt Finder 

Designed by RPNYC Design House

Client: Diageo 

Country: United States

City: New York