With a complex brand architecture and fragmented visual expression across regions, Wild Turkey sought a unified identity system that would enable them to project a more consistent brand impression to a global audience.
It began with a trip to Kentucky, and a story. Using what we saw, heard, felt and tasted while exploring the grounds of Wild Turkey’s unapologetically beautiful Lawrenceburg property, we distilled the brand’s most compelling attributes and values into a singular brand narrative.
The narrative provided a foundation on which to build a visual language that could feel ownable to Wild Turkey and give way to a more premium perception. In the execution of this narrative – its translation to a design system – it was crucial that there exist a ‘thread’, a common element across touch-points that makes each piece distinctly recognizable at a glance.