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Fort Hamilton Whiskey
- Packaging designed by Bulletproof
- 3,391
Fort Hamilton’s Whiskey Packaging Emulates The Whiskey’s History With Captivating Imagery
These whiskey bottles are regal and authoritative. But there’s also a beautiful creativity that comes from the label and its clever illustrations.
This is a whiskey made to capture the spirit of the revolution, so it makes perfect sense to see a scene of revolutionary war heroes battling away. These colonists are created with strict attention to detail — and they come with a slew of weaponry including cannons, rifles and bayonets. In one scene, a soldier is carrying a flag that says “Liberty Or Death.” Emphasizing the daring and rebellious nature of this war.
This is imagery is complemented by strong typography that oozes heritage, honor and prestige. The entire label is a work of art, with elements working together to capture Fort Hamilton and the legacy of the battles within.
And that’s exactly what Bulletproof had in mind:
From the outset we had the freedom to explore bespoke finishes to make Fort Hamilton stand out in the category, so we copper-foiled the meticulously crafted cannon and battle scenes against a commanding blue-green background. Meanwhile the hand-lettered type is inspired by the military insignias and signage of the time and flanked by filigree, with the challenger mindset and Hamilton’s untiring spirit reinforced by the rallying call for ‘Liberty or Death’. The result is a distinctive new whiskey brand that celebrates a historic display of unconquerable spirit and blends the old world of fierce revolution with the new world of revolutionary craft.
These Whiskey Bottles Ooze Luxury Through Hand-Lettered Typography And Regal Colors
But it’s not just the shapes that dance across the label that adds that luxury this whiskey exudes. The coloring and overall material choice are also extremely telling, adding a beautiful layer of class to this whiskey that many other brands miss out on.
Gold foiling sits against a deep blue background. These colors are serene and powerful. The gold adds sophistication and an enchanting element while the deep blue exudes mystery, whimsy and delight.
According to color psychology, gold gives off loyalty and authority. It’s dependable, strong and faithful. It’s a color that gives off a strong air of significance, honor and grace in a way that other colors can’t. And back in revolutionary times, gold was a symbol of wealth, so this only adds even more credibility to the design and brand.
Blue is soothing and serene — but it’s also intelligent. It speaks of knowledge and wisdom that captivates and inspires. It’s also idealistic — a mindset that captured many revolutionaries during the American Revolution.
Through color and material, this design really does capture this history even though the brand had no part in it.
These subtle lines and accents pop from the label in a playful and engaging way. And they’re reminiscent of designs of old. This label, with its hand-lettered type and powerful color choice emulate designs that might have existed in 1776.
And even the label shape emulates something even grander — it takes on the shape of a compass rose in a way — with lines pointing out to the north, south east and west. It’s a symbol of travel, movement and intelligence.
Even the cap is full of this same old-world design. From a memorable monogram to a sophisticated bordering — this design come full circle, bringing brand identity along with it.
The Fort Hamilton Whiskey Bottle's Shape Adds Sophisticated Authority To The Brand
But this design goes far beyond the label and cap. The shape of the bottle itself adds another creative and effervescent life to the whiskey.
Instead of a simple bottle design with a smooth surface and simple shape, Fort Hamilton whiskey goes the extra mile. This bottle has many edges and grooves, with the phrase “Liberty Or Death” embedded at the bottom.
This makes the design look like an old wooden cask or a canister of the 18th century. It’s a powerful and stoic shape. It’s strong and powerful and captures the prestigious and righteous air of these long-lost revolutionaries.
It’s a subtle addition to the design, but it adds more trustworthiness and authenticity to the whiskey and its makers.
The History Behind Fort Hamilton Rye Whiskey
Brooklyn-based company Alex Clark Spirits released their first offering —- known as Fort Hamilton Rye Whiskey. This hearty whiskey captures the spirit of the revolution, using revolutionary Alexander Hamilton as inspiration.
The whiskey itself is a traditional, American-style rye full of rich and robust flavor. And to complement such a strong and prestigious whiskey, the creators looked to the revolutionary past to give it more of an edge and a prominence through packaging.
This isn’t a company or a brand with a rich revolutionary history. But it’s a brand that knows how to play with important and regal historic elements to breath life into their products and align them as products with a heritage and a legacy. And it works.
This glorious bottle of caramel-colored liquid stands strong on its own — but the team knew that to truly capture the heart of the revolution and give this whiskey the spirit the distillery was hoping to inject into it, they needed the help of a dedicated design team with the power to create packaging that would grab attention, evoke emotion and set the rebellious scene.
Bulletproof is a strategic branding and packaging design studio — and they’re the masterminds behind this clever and intricate packaging.
One look at these whiskey bottles, and you’ll immediately feel immersed in the tumultuous and historic scenes of the American revolution. From the shape of the bottle, all the way up to the cap — this package design oozes regalness and honor. Which is exactly what the creators intended when they created the whiskey and gave it such a legendary and impactful persona.
This was their strategy:
In August 1775, Alexander Hamilton and his ‘Hearts of Oak’ militia orchestrated a daring raid on a British battery in lower Manhattan. They captured the cannons, the headlines and the hearts of the nation. So what better way to commemorate their defiant spirit than an American-made premium rye whiskey, distilled in the borough just next door… Our proprietary innovation process had identified Alexander Hamilton’s spirit of rebellion as the inspirational platform for our new whiskey brand, and the battery raid by the Hearts of Oak as the most powerful way to express it. Now we needed packaging to match. Capturing the unabashed patriotism of the American Revolution, we brought the era to life with detailed storytelling and intricate illustrations, each one depicting a real moment in the revolt against the British.
There’s something to be said about the way packaging can change perceptions and create an air of excitement and creativity for a brand and its identity — especially when the history isn’t there already.
How Alcohol Brands Stand Out Through Packaging
New and exciting alcohol brands are emerging each and every day — whether it’s in the realm of beer, wine, liquor or even spiked seltzer.
(And if you want to see clever branding for the latter, check out this spiked seltzer packaging roundup.)
But just because the industry is full of alcohol brands, doesn’t mean they all know what they’re doing. On the contrary, in many cases, brands rely too heavily on the product they create and not enough on the design that gets promoted to the rest of the world.
Design is important, from web design to packaging design and beyond. Design is how you show off your personality and your brand identity. Design is how you make a statement, stand out from the competition and get your product chosen over the rest.
Good design is imperative in all industries and for all products. But in food and beverage packaging, it’s essential.
With the thousands of products that line store shelves and the hundreds of brands that represent them, it can be hard to stand out. And brands only have a few seconds to grab attention and convince consumers to buy.
But the easiest way to do that is with a stunning package design.
This Fort Hamilton Rye Whiskey is one example of creative and in-depth packaging that helps the brand and the whiskey soar above the competition. It’s an intricate design full of immaculate illustrations, regal coloring, strong typography and eye-catching elements.
It’s a design that demands to be seen, and other alcohol brands should look to it for inspiration. Alcohol packaging needs to be bold. It needs to be impactful and strong and creative. Brands need to put genuine thought into their packaging because it helps to build their credibility and their identity.
Consumers are often mesmerized by the packaging — especially in alcohol. Many people will get lost in the aisles of wine and beer, choosing the ones that look the best. So you need to make sure you’re jumping on that bandwagon.
If you need some more package design inspiration, check out this wine bottle packaging roundup!
- Packaging designed by Bulletproof
- 3,391
- Industries:Food & Beverage Luxury