Elijah Craig — David Muldoon

Elijah Craig — Signature Style

Bourbon was booming, but Elijah Craig was getting lost on the shelf. The brand needed more than marketing—it needed a complete rethink of how it showed up in the category.

We led a full packaging redesign, from glass mold and bottle shape to labels and product architecture, restoring the brand’s stature and making it unmistakably bourbon. To launch the new look, we created the Signature Style campaign: bold design, vivid photography, and modern typography across social, digital, OOH, and TV.

The result: Elijah Craig became one of the fastest-growing premium American whiskeys, with sales multiplying sevenfold. From there, we expanded the brand’s presence with product launches, a PGA of America partnership, and the creation of Old Fashioned Week, now celebrated in thousands of bars nationwide.

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