We were asked to design all aspects of the return of Blackened's award winning Rye The Lightning.
We were entrusted with the comprehensive design of the 2023 Edition of the award-winning Rye The Lightning Series for Blackened Whiskey. Our task involved crafting every visual and conceptual element to enhance and elevate this celebrated product line. From the intricate bottle design and label artwork to the packaging and marketing materials, we meticulously ensured that each component reflected the bold and dynamic essence of the Rye The Lightning Series. Our goal was to create a cohesive and compelling visual narrative that honors the whiskey’s legacy while captivating new and existing fans. This project not only highlighted our design prowess but also reinforced the premium status of Blackened Whiskey in the market.
FOR THIS PROJECT WE PROVIDED:
- • Creative direction
- • Visual design
- • Advertising & marketing materials
- • Sales materials
- • Video design and editing
- • Photography
- • AI generated product photography
- • Packaging design
Packaging design
We embarked on a bold new design direction for the product, seamlessly integrating a custom font we co-created with James Hetfield to infuse a unique and edgy character. This initiative marked the beginning of a long-term product strategy aimed at further differentiating the design and solidifying the brand’s distinct identity. Our comprehensive approach encompassed everything from initial design concepts to the final COLA (Certificate of Label Approval) submissions. We meticulously managed the design process for shippers and developed detailed bottle decoration files for all vendors involved. This end-to-end design oversight ensured consistency and excellence at every stage, resulting in a product that stands out in the market both visually and strategically.
COLA submission
Bottle decoration
Shipper
Advertising + marketing
We developed an extensive array of marketing and advertising executions tailored to diverse channels and events, targeting consumers, trade partners, in-store experiences, and the sales team. Our strategy encompassed everything from dynamic digital campaigns and engaging social media content to impactful print advertisements and eye-catching in-store displays. Additionally, we crafted bespoke promotional materials for trade shows and industry events, ensuring consistent and compelling brand messaging across all touchpoints. By integrating these multifaceted efforts, we enhanced brand visibility, drove consumer engagement, and equipped the sales team with effective tools to elevate Blackened Whiskey’s presence in the market.
Event stand-up banner
Case card
Sell sheet
Magazine ad
Web site promo
Press event tasting mat
Social media posts
Reveal trailer
Product video
The results
45%
Increase in sales over 2020 edition
110k
Instagram likes
Merchandise
For each major Blackened release, we are entrusted with the exciting challenge of conceptualizing innovative merchandise ideas. These unique items are designed not only for sale on Metallica.com but also to serve as dynamic promotional materials during the band’s tours. Our creative process involves brainstorming and developing a variety of merchandise that resonates with Metallica’s iconic brand and appeals to their dedicated fanbase. From exclusive apparel and collectible memorabilia to limited-edition accessories and branded gear, each product is crafted to enhance the fan experience and expand the reach of Blackened Whiskey. These merchandise initiatives not only generate additional revenue streams but also deepen the connection between the band, the brand, and their global audience.
Rye the Lightning 2024 T-shirt
M72 tour guitar picks
T-shirt
Enamel pins
Virtual photoshoot
As we worked with Blackened, it became clear that we needed to create more impactful photography, but we were challenged as the segment slowed down and budgets became tighter. We pivoted from large studio shoots to a much leaner approach where we shot the product in our studio and created the rest of the image in Midjourney and Adobe Firefly, which allowed us to have much great creativity, a more interactive workflow with our client, and much faster and cheaper process.
MidJourney visual concept explorations
MidJourney concept visual we created in real time with out client.
Product photoshoot done in our studio which we then look into Midjourney where we engineered our prompts to match the camera, lens, and lighting.
Midjourney lightning tests to find the right look for the lightning and the right interaction with the bottle and surroundings in the image.
PR photoshoot
We shot all new photos with our team and Master Distiller Rob Dietrich as we wanted to bring a more elevated look, a higher end quality, and more personality to these normally boring shots used for press and PR.
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