Wheel Horse Whiskey Packaging Taps Into The Brand's Nostalgia

Pavement Design crafted the packaging for Wheel Horse whiskey. The aesthetic is a blend of rustic touches with sophisticated splashes, creating a packaging system that taps into the nostalgia and history of the brand. The embossed label, angled logo, and intricate illustrations are all examples of details executed elegantly.

Wheel Horse is crafted and matured at the historic Owensboro Distilling Company in Owensboro, Kentucky. As the 10th oldest permitted distillery in the state, ODC has a rich history that dates back to the late 1800s. Now, the distillery continues its legacy of making excellent whiskey under the direction of Master Distiller, Jacob Call. To better capture this product story, a refreshed look was created that better honored the essence of this brand, while still maintaining the equity established from previous batches. Custom typography, updated emblems, an embossed filigree and a two-piece label shape highlight the adaptation of this label system into a more cohesive appearance that hearkens to the nostalgia and history of the brand.