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.