I worked on various projects for the Maker's Mark whiskey bourbon brand. The first campaign, "The Power of Red", focused heavily on the iconic Maker's red color and the bottle's red wax seal with the goal of increasing recognition. Inspired by brand co-founded, Margie Samuels, the campaign aimed to amplify the power of woman. Data showed Hispanic woman in particular over indexed in the category.
Recently, Maker's Mark partnered with artist, Gayle Kabaker, to create a limited-edition label that depicts her interpretation of a spirited woman in acrylic gouache, inspired by the wildflowers of Kentucky and the colors of the Maker’s Mark palette. I also designed table tents under "The Power of Red" campaign.
This year Maker's Mark is undergoing a change, their new tagline will be "Mark of Good Taste." By staying true to who they are, by not giving into trends and by making good taste a sure thing every time, our bourbon embodies the ease and confidence that comes with being an icon. Just like another American icon, Levi's. The second campaign to come, "Red Wax Meets Red Tab."
The final campaign aims to place Maker's at the top by associating it with a trending sport, tennis. It's sophisticated allure places it front and center of trending fashion, exclusivity, and pop culture.
