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Strategy & Design

Rye The Lightning

Client

Blackened Whiskey

Industry

Spirits

Date

2024

Designing all aspects of the return of Blackened's award winning Rye The Lightning.

We were asked to design all aspects of the 2023 Edition of the award-winning Rye The Lightning Series for Blackened.

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 created a new design direction for the product integrating a font we created with James Hetfield, and the start of a long term product strategy to further differentiate the product design. We handled everything from the initial design concepts from the final COLA submissions, shippers, and bottle decoration files for all vendors.

COLA submission
Bottle decoration
Shipper

Advertising + marketing

We created a wide range of marketing and adverting executions across multiple channels and events for consumers, trade, ins-store, and sales team.

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

As with every major Blackened release we were tasked with coming up with new merchandise ideas that will be sold on Metallica.com and used as promotional materials when the band is on tour.

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.

LET'S SEE IF WE CAN HELP YOU TOO!

Let’s get CRZY by exploring new ideas and ways of working together. Get in touch with us and let’s go put a dent in the universe.