I joined the project as the packaging direction was being finalized and supported the team through launch. My role focused on extending the identity beyond the label, building the case study, retouching renders, briefing and collaborating with a 3D artist, and developing motion assets. I worked to ensure the brand’s tone and historical references carried consistently across every touchpoint.

Why— Old Crow had deep roots, once as the best-selling whiskey in the country, but its presence had faded. The Suntory team didn't want to reinvent the brand, but restore its sense of legitimacy. Crow 86 was created to reconnect the label to its pre-Prohibition heritage and reintroduce it with a more premium, refined presence.

How— All touch points draw directly from Old Crow’s history. Typography was customized from archival logo forms, and layout structures were informed by previous packs in the brand’s lineage. Rather than adding novelty, the system refines what was already there, tightening hierarchy and grounding the label in a darker, more confident palette to create a more premium feel.