Crafted from Nostalgia

Young adults are always looking for the next great spirit to call their own– creating lasting memories and stories to be told.  "Fun & tasty" shots launch the night & lighten the mood. Here’s the story of new spirit that is the ultimate blend of two beloved icons.

With flavored whiskey quickly rising to the volume of flavored vodka, Old Elk Distillery wanted to catch this wave with a new dynamic offer. With the spirits category a battlefield, they approached BrandtBrand help bring the PB&W Peanut Butter Flavored Whiskey brand to life. PB&W needed a visual idea expressed boldly– one that the consumer would "get" in the wink of an eye–  and something to endure, and inspire repeat purchases.

We started with a couple of product-based truths.
Both peanut butter and whiskey are about as American as anything can be. The team knew that a great way to millennial engagement is through nostalgia, tradition, and craft.  The designers landed on an idea as American as peanut butter itself– the classic peanut bag from baseball games, country fairs and circus tents. A cultural and emotional hook from the past that captures the heart, updated for a modern audience. We created a dynamic PB&W graphic that “looks” like a fun and tasty shots brand, adding some edge and just the right amount of spirits quality cues to reassure young adults of the high quality expected from Old Elk. Distillery.

Moving quickly and confidently to market
We all knew the product was fantastic…it was then a matter of getting PB&W to the lips of the target. Fast. Old Elk Distillery knew that catching this wave means bypassing lots of meetings, consumer research and navel-gazing. It required quick decisive thinking and moving fast.

BrandtBrand delivers senior brand agency expertise to a smart, adept and efficient boutique agency size. Our team's approach to all projects is clear; to build powerful, creative and enduring brands that have a positive impact on a client’s business performance. BrandtBrand is designed to maximize excellence, timing, and budgets.