Driftwood Whiskey is a conceptual whiskey brand inspired by the Mississippi River, a major trade route for American whiskey. This project was developed as a self-initiated exploration, driven by a desire to deepen my approach to concept-led branding within the spirits category. Working without the constraints of a commercial brief allowed me to use a more narrative and material-focused design process, where storytelling and historical context guided my visual direction.

I explored the history of whiskey and its trade routes, learning how barrels travelled downstream alongside goods and how people’s stories gradually shaped the cultural identity of whiskey. The Mississippi River remained constant throughout.

Driftwood became the central metaphor of the brand. Over time, the wood was carried and shaped by the river, and in the same way, the whiskey gained depth and character through ageing, transport, and patience. The brand embraces this parallel, using driftwood as a symbol of memory, journey, and transformation.

The visual identity draws on raw, tactile elements to express the rugged journey of the river. Wooden textures applied to the glass and tactile details on the label reinforce a sense of materiality and craft. Through packaging design, material choices, and visual language, Driftwood Whiskey is grounded in history while remaining distinctly contemporary and premium.

At its core, the project reflects on how movement and time leave a mark: on wood, on whiskey, and on identity, transforming a historic trade route into a modern brand narrative.