Alex Clark Spirits has partnered with strategic brand design agency, Bulletproof to create the brand identity and packaging design for its new premium rye whiskey, Fort Hamilton, locally produced in Brooklyn NY. Bulletproof comments: “The craft movement has evolved beyond beer into the spirits realm, with sales of craft spirits projected to reach 25.6 million cases by 2020. We challenged generic craft codes and sought to disrupt the category with a new point of view, born from an authentic American story.” And what is the story? Turns out that Alexander Hamilton’s original militia, the Hearts of Oak, orchestrated a daring raid in lower Manhattan in 1775. The Fort Hamilton design by Bulletproof brings the moment, and the era, to life with detailed storytelling on the label echoed by intricate hand crafted illustrations. The label includes bespoke finishes and materials including a meticulously crafted cannon and battle scene with copper foiling against a blue-green background, borrowing from rye whiskey category codes. The brand mark and typography are inspired by military insignia and signage and flanked by filigree.
