In a year long engagement with Woodford Reserve, Code and Theory fostered an improved understanding of the brand’s craft bourbon thru both digital and physical mediums. We created several innovative platforms from a member’s only club called “The Reserve”, to an on-site physical digital installation, to a tasting app, to a beautifully printed welcome kit.
As creative director, I was responsible for setting the visual direction of the program and creating the ideas behind the physical digital installation, tasting app, and welcome kit. The physical digital installation was a collaboration with an in-house industrial design team and features a large touch screen display where visitors can gesturally drag and open floating postcards to learn more about the distillery while they wait for an on-site tour. Visually we created a rich look that speaks to the history of the distillery and an icon system to represent flavor nuances of the spirit. For the printed piece I shot all of the photography showing how to conduct a tasting.
The Reserve is a content destination that gives members exclusive access to sneak previews of product releases, recipes, cocktails, events and behind the scenes interviews. New content was launched each quarter.
To welcome members to “The Reserve” club a printed kit is sent to celebrate their inauguration. The kit features an embossed metallic sleeve in which a folder pulls out revealing membership cards, a personal letter from master distiller Chris Morris, and a booklet that explains how the bourbon is made, its flavor notes and a cocktail guide. The kit was printed on heavy paper stocks and has a luxurious, precious feel that makes unpacking it a special moment. To present the idea to the client we sketched several iterations of the kit to land on the perfect combination of components.
PHOTOGRAPHY / STYLING
The photos used in the Welcome Kit and Tasting App were styled and shot by me using 50mm macro and prime Canon lenses with a combination of Lowell Ego lighting and natural daylight.
The Tasting App is a tablet based tool that fosters a deeper appreciation for the bourbon by demonstrating how an individual can conduct a tasting in his/her home or with friends. Much like the on-site experience one would find in the distillery’s tasting room, certain foods are consumed in a sequence bringing out the nuanced characteristics of the bourbon from wood tones to aromatics. The app also includes educational material about the five sources of flavor and how the bourbon is crafted.
Code and Theory
Creative Director / Photographer