Summer West Bourbon

Client: Summer West
Services: Visual identity refresh, Creative Direction, Packaging Design, Copywriting
Credits: Creative Direction, Brand and Package Design, Production: Adam Vicarel
Brand and Package Design, Production: Carly Salzman
Images: Bahar’s Media

 

Rebranding a boutique bourbon with contemporary nostalgia.

THE OPPORTUNITY

Despite rapid growth, the American whiskey category is still dominated by brands built for older, more traditional drinkers. Old, heritage visual language and biting flavor profiles leave younger, more design-aware consumers largely underserved. Summer West needed to enter a crowded Colorado market with a brand that felt contemporary and premium without relying on tired whiskey tropes.

THE SOLUTION

We partnered with Summer West to create a contemporary whiskey brand that stands out amongst the crowd while still being rooted in category understanding and consumer behavior. By studying shelf presence and competitive norms, we built a visual system that balances classic whiskey cues with a lighter, more approachable aesthetic. When paired with a light, smooth, and easy-drinking profile, the result is a brand that stands out on shelf and on palette. Summer West transports you to good times with good company, and celebrates those memories worth returning to.

 
 

Visual Identity

The visual identity for Summer West Bourbon references classic whiskey design language to establish credibility, then pushes select elements to feel more contemporary and create distinction.

The logotype nods to traditional bourbon typography with a modern edge. The swashes on the “W” in West introduces a sense of movement, reflecting the fleeting nature of summer itself. A custom mountainscape illustration inspired by Fairplay, Colorado grounds the brand in place, evoking long summer days, setting suns, and the moments when bourbon is meant to be enjoyed.

 

Logotype

The wordmark is a completely customized version of Pearl, by Tan Type Co.

The logotype’s evolution draws from classic whiskey typography and incorporates a contemporary sensibility. This grounds the brand in heritage while positioning it for a new generation of bourbon consumers.

 

Packaging Design

Our packaging exploration initially included a fully custom glass bottle, but shifting tariffs ultimately made that approach unviable. The packaging and identity system was designed to be adaptable, proving strong enough to live confidently on a standard bottle without losing impact or strategic intent.

An opaque color treatment at the top of the bottle creates a visual horizon, reinforcing the setting sun and end-of-day motif. Muted, premium tones inspired by Colorado sunsets, dust, and the outdoors feel warm and refined while standing out on shelf.

 
 

Art Direction

The art direction is centered on the idea that summer holds our most memorable moments. Easy days, long evenings, and time well spent with loved ones. The mountainscape imagery establishes a sense of place while tapping into the aspirational pull of the Colorado landscape.

The tagline “We’ll take you there” is an invitation to return to a better time and place, remembered fondly with friends and family. These choices help the brand feel rooted in nostalgia, place — and, maybe most importantly — emotional resonance.