Sazerac House Cocktail Liqueurs

Background & Brief
Sazerac enlisted Boundless Brand Design to create a compelling identity for Sazerac House, a new-to-world premium liqueur brand featuring seven Cognac-infused liqueurs from Sazerac De Forge. The brief was to capture the unmistakable spirit of New Orleans, birthplace of the Sazerac cocktail and global centre of mixology, while celebrating the French sophistication, craftsmanship and heritage of the Sazerac De Forge Cognac legacy.

Strategy
The challenge was to establish authenticity for a brand with deep roots yet no existing history. Our ambition was to capture the richness of Sazerac’s provenance while balancing the vibrancy, colour and creative energy of New Orleans cocktail culture. Above all, the design needed to feel genuinely meaningful in the hands of bartenders. It is refined yet still fun, a range created for those moments when bartenders want to impress, elevate the experience and make even better cocktails. We set out to create a visual identity that would call to them from across the back bar, inviting them to reach for Sazerac House as the spirited heart of their next great serve.

Creative Process
We developed a striking and distinctive identity centred on a bold and ornate diamond label which elevates the Sazerac House of Cocktails at its pinnacle. Surrounding it, an intricate swirling illustration draws from the elaborate ironwork of the New Orleans French Quarter, weaving together French elegance through grapes, vines, filigree and fleur-de-lis. These elements seamlessly intertwine with expressive New Orleans iconography, including trumpets and cocktail symbols that capture the high-energy rhythm of the city’s music-bar scene. The design is further enriched by references to the cast-iron horse hitching posts once used by patrons before stepping inside the many bustling bars of the city. Each SKU is then set against a vibrant colour backdrop, ensuring strong differentiation and unmistakable back-bar presence.

Results, Value & Impact
The result is a brand-forward liqueur range that embodies the provenance, spirit and cocktail mastery of Sazerac House.  Launching exclusively in Sazerac House, New Orleans in January 2026, the brand will roll out nationally in the second half of the year, poised to become a standout premium liqueur choice for mixologists everywhere, giving them the opportunity to pour the brand’s story, craft and character into every cocktail.