“Mother created a premium white whiskey brand from the ground up—product, name, identity and packaging—crafted to be a great mixer or enjoyed on its own. We aimed to create conversations around our own niche: an expertly crafted, mixable whiskey with a bold and direct brand presence. We played with a range of formats from flasks to wine-like bottles, but to ensure that the design would be an intrinsic part of the mixability message, we chose a shape familiar to spirit-mixing consumers—the vodka bottle. The bottle separates itself from other whiskeys but also feels natural in the bartender’s hand.”