Black Feather Whiskey

Black Feather is an easy going and hard working whiskey. American whiskey as innately American as a whiskey can be. 

Jeremy Rawle and Rob Dyrdek had a vision to create a whiskey brand that would position itself as a “high concept” whiskey—allying itself with cool, spontaneous-feeling events centered around the best music, the best food, and the best vibes out there. As the brand let their spirit fly, we built a brand around being the perfect complement to letting artists, gourmands, and pursuers of truth let their spirits fly as well. From conception to launch, I was involved in the branding, social strategy, and look book design. 

Black Feather Branding

In creating the BlackFeather logo mark, we worked heavily on the moodboards, making sure the vibe was something the founders could stand by. 

We designed BlackFeather’s label to make it feel almost handmade, using textures and contours to help suggest the character of the whiskey in the bottle. 

We then created a series of marks that were inspired by tattoos and stamps. They loved all the options so much they ended up choosing multiple logos to mix the style up. We worked with many typefaces and textures as well to keep the brand fresh.

Investor Deck

Unlike most investor decks, I got to have fun with Black Feather’s bold, emphatic visuals. We included a real Led Zeppelin 45 in every packet. As well as adding a range of textures, including copper embossed stamps. This deck ended up winning an award at the AIGA 100 Show Gala 2017. 

Black Feather 2017 Lookbook

In creating the lookbook, the founders and I headed out to Wyoming where I got to help art direct a shoot around a campfire. We chose to capture the new merchandise and bottle in a more authentic setting than just a typical bar. In post, we then styled the photos with a "whiskey wash" effect to use across the brand photography. These images are also used throughout their social media platform. 

Social Strategy

For their social strategy, we decided to use imagery from the lookbook, stories of makers, and photos from events. We wanted to keep the voice authentic and keep the styling of all the images cohesive.  

Web Design 

We then designed a canvas for Black Feather to connect to their customers in an incredibly straight forward way like the brand itself. The tumble of black and white photos keeps the brand looking sleek while also maintaining their Americana vibe. They wanted to use this site as a place to share events and stories with an easy to use commerce.

Creative Directors: Brian Deaver, Joe Bartenhagen
UX: Ryan Potter
Sr. Designer: Raisa Kuddus