Old Overholt Packaging & VIS

“Let’s bring back his frown.” When Beam Suntory asked us to refresh Old Overholt, the longest continually maintained Rye Whiskey brand in America, we started with the man himself. Abe’s grumpiness is fueled by his grit, perseverance, and attitude, which informed the brand strategy and drives the new look & feel.







Deliverables
Brand Idea/Strategy
Packaging
Visual Identity System
Brand Guideline
Photography
Swag
Role
Creative Director

Team
Jamie McCathie (ECD)
Bennet Wantz
Georgiana Ng
Hollis Callas

Agency
Turner Duckworth

Client
Beam Suntory

© RW2023