Puncher's Chance Packaging Design - World Brand Design Society

Based on Puncher’s Chance Kentucky Straight 90 Proof Bourbon Whiskey’s notable success, Wolf Spirit Distilling identified an opportunity to launch a Limited Edition 12- Year- Old 96 Proof Puncher’s Chance Bourbon. Our challenge was to develop a new super- premium brand that spoke both to Puncher’s Chance aficionados (current consumers) and those who appreciate fine bourbon while also effectively differentiating from the Puncher’s Chance 90 Proof “base brand”. The new brand needed to build on current Puncher’s Chance design equities, including a shared pugilistic heritage, common bottle, Puncher’s Chance branding, and a variation of the Puncher’s Chance fighting tiger. The design for the new 12 Year- Old 96 Proof Bourbon design needed to go beyond traditional bourbon and be overtly different from the expected Kentucky Bourbon competition and norms.