The Initiation

Agency: Theory House
President: Jim Cusson
Associate Creative Director: Maggie Bean
Designer: Lauren Harring
Copywriter: Jordan Stevens
Country: United States

Tasting an Initiation Like No Other

Timeless. Intelligent. Geek chic meets Mad Men.

That’s the attitude Maggie Bean, creative lead at retail marketing agency Theory House, set out to capture when they created their one-of-a-kind holiday gift: a signature cocktail kit, “The Initiation.”

“Our drink would serve as an initiation into the Theory House inner circle,” said Bean. “It had to convey an air of mystery and exclusivity. We did an agency-wide blind taste test of bourbons and hard ciders, and chose the winning combination of Knob Creek Kentucky Straight Bourbon Whiskey and Angry Orchard Apple Ginger Hard Cider.”

With tasting complete, it came time to design packaging that fit both the company and the gift components. Limited edition hand-stained wooden boxes were numbered and laser engraved. The package design walked the recipient through the three degrees of initiation and brought the Theory House brand to life. Cards, labels and muslin bags were letter pressed in House by designer Lauren Harring. Vials were filled with cinnamon sugar, and star anise hand-selected and dropped into muslin bags. The perfect hot wax seal applied to every card.

For those who want to taste the exclusivity themselves, the recipe for The Initiation is:
– 12 oz. Angry Orchard Apple Ginger Hard Cider
– 1.5 oz. Knob Creek Kentucky Straight Bourbon Whiskey
– 1 Tbsp. Superfine cinnamon sugar
– Star anise to garnish

“The Initiation serves as the induction into our creative House,” said Jim Cusson, President, Theory House, “Cheers!”