New Riff

The distillery launches a new riff on an old tradition
New Riff

Bucking convention,
a small, young distillery
takes the bourbon world by storm.

Raising Independent Spirits

Founded in 2014, New Riff has never quite fit the Kentucky distillery mold. Small, urban, employee-owned and relatively new to the spirits scene, the company had incredible products to offer—but no centuries-old heritage to stand on. We helped New Riff funnel its story, philosophy and category-disrupting craft into a fully realized brand that would resonate with bourbon lovers, new and old.

A Voice that Flips the Script

Capturing its independent spirit and obsession with craft, we developed a brand strategy, narrative and tone of voice that brings the New Riff ethos to life. The verbal strategy translated to messaging for packaging and product, website and social media.

If New Riff is not on your radar, you need to follow them. They’re one of the most exciting new distilleries in the world.”



Bottling Magic

To stand out from the crowd, the LPK team translated the brand foundations into a design strategy that defies convention and signals uniqueness, while paying homage to the great spirits that came before it. Using the Desires methodology, which focuses on our 16 universal, hardwired motivators, we rooted our approach in the desire for independence—something that both the brand and its consumers stand for.

The slim, sleek bottle—an outlier in the lineup of bulky, stout competitors—stands tall with its unique ombre design, celebrating the bourbon within and creating an ownable, eye-catching presence. The packaging is activating the New Riff experience at every turn—be it on shelf, along the bar, or at “The World’s Biggest Bourbon Toast,” the launch event hosted on a bridge entering Kentucky.

Everyone is just talking about how gorgeous the bottle is; how we’ve shown up so new, fresh and distinct. The first impression you’ve helped us achieve has been invaluable.”



An Overnight Success

From retailer to retailer, event to event, New Riff’s creative strategy is paying off: the distillery’s portfolio has been featured on numerous “Best Of” lists by major publishers, including Esquire, Paste Magazine, Uncrate and Maxim.

And at The San Francisco World Spirits Competition, the largest and arguably most prestigious spirits contest, New Riff took home five Double Golds in the tasting competition, as well as Bronze for excellence in package design—launching them into an elite new group of spirits brands.


New Riff plans expansion to increase production by 50%.”


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We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

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Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


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