Rabbit Hole Distilling

Derrick Lin


Creative Agency: Murray Brand Communications, Inc.
Project Type: Produced, Commercial Work
Client: Rabbit Hole Distilling,
Location: Louisville, KY
Packaging Contents: Spirits
Packaging Materials: Embossed glass with foil embossing on a linen label

In advance of launching a new premium spirits line, Rabbit Hole Distilling of Louisville, Kentucky turned to Murray Brand Communications to develop its new packaging architecture.

Initially seeking a label reminiscent of the style associated with fashion designer, Tom Ford, the client later opted for a more classic look in which the brand name is a primary read and quality cues such as foil embossing, serif fonts and a textured linen substrate are combined.

Along with staging the brand’s name prominently in foil at the top of the primary label, Murray Brand designers introduced a diagonal label to heighten brand awareness in a competitive field replete with rectangular labels. To complete the design, a crossing neck band was designed to deliver a more sophisticated looks and convey the feeling of a man wearing a tuxedo with bowtie or ascot.

What’s Unique?

The linen substrate used for printing is unique to the category as is the tall and proprietary bottle.