Labels As Works of Art
Design Bridge and Partners has reimagined Hardin’s Creek, a limited release collection from the James B. Beam Distilling Company, by trading category heritage tropes for exploration, symbolism, and discovery. The goal: to invite new audiences into bourbon. A new trio of “warehouse series” bourbons are 11-year-old expressions conceptualized by Master Distiller Freddie Noe. Each expression features a symbolic mascot to honor the specific Kentucky warehouse it aged in.
To fulfill the vision of modern storytelling and exploration, the labels themselves were conceived as works of art, illustrated by Max Löffler in a mature fantasy style, with custom typography by Rob Clarke. Each landscape forms a section of a collectible map, representing the world of Hardin’s Creek and symbolic elements of the whiskey experience. Visual keys — including an hourglass for age, a compass for place, and a power bar for proof — anchor the system with meaning.
“The bottle had to serve as a gateway to inspire further exploration, and intrigue a new audience,” says Marlee Bruning, Creative Director at Design Bridge and Partners. “Our labels became portals into a world of knowledge, letting drinkers piece the story together themselves for a choose-your-adventure-style experience adults rarely get access to.” In terms of the labels themselves, they connect each bottle back to its warehouse. Those from Warehouse R, for instance, feature a “mushroom,” as the space is windowless and damp. Warehouse W is physically located close to the water, and is therefore marked by a “beaver,” whereas Warehouse G bears an “owl,” as it’s nine stories up. Each expression has a distinct flavor and aroma profile.
“With Hardin’s Creek, we’re building a fantasy world with a modern take on a classic category” adds Josh Close, Client Partner at Design Bridge and Partners. “Every element is symbolic, telling the story of the unique liquid inside…” The more bottles a drinker collects, the more of the world they unlock. Piece them together, and the full map reveals the deeper mythology behind Hardin’s Creek, which includes more modern elements of storytelling. “Whiskey isn’t just about time; it’s about space,” says Alice Clapp, Strategy Director at Design Bridge and Partners. “Each bottle is its own world of craft, flavor, and lore meant to be uncorked, explored, and experienced. Like any great fantasy realm, it should transport you there, not simply tell you it exists.”
