Student Week: Lucille Rye

by Andrew Gibbs on 07/20/2020 | 3 Minute Read

A decent, drinkable rye and the blues go together about as good as peanut butter and jelly smashed between two pieces of bread. That's why we love this whiskey concept form ArtCenter student Elton Tinoco.


"To better understand the landscape of the alcoholic beverage sector, visual audits and research were done to look at the existing competition. The goal was to find opportunity gaps to do something different and create a disrupter within the American marketplace.

Rye whiskey stood out as a possible option to be offered in limited-edition packaging for the $150-$200 price point. Brand identity and packaging design inspired by B.B. King became the narrative in the development of Northern Reserve - Lucille Rye. The brand, product, and descriptions are fictional, but the concept is real.

Northern Reserve is a distillery based out of Twist, Arkansas, the same city where iconic bluesman B.B. King named his guitar, “Lucille.” Lucille Rye is a straight rye whiskey produced in limited-edition packaging as a tribute to B.B. King for fans around the world to enjoy."

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