The goal was to generate excitement for the J.P. Wiser’s collector’s series whisky expressions as an exclusive direct-to-consumer launch.

The design utilizes a wood cross-cut label with each release having it’s own set of tree rings and dieline related to it’s wood type. This expresses the uniqueness of each offering and it’s innovative and unexpected flavor combinations

A system was created for exclusive releases to feel premium but also feels in line with the brand’s DNA. The name “wood finished” was leveraged to generate a point of difference as well as creates cohesiveness among the three different varieties of expression.

The design appeals to it’s target demographic of whisky collectors & connoisseurs alike.