Contemporary Rebranding of Summer West Whiskey

Despite rapid growth, the American whiskey category is still dominated by brands built for older, more traditional drinkers. Old, heritage visual language and biting flavor profiles leave younger, more design-aware consumers largely underserved. Summer West needed to enter a crowded Colorado market with a brand that felt contemporary and premium without relying on tired whiskey tropes.

We partnered with Summer West to create a contemporary whiskey brand that stands out amongst the crowd while still being rooted in category understanding and consumer behavior. By studying shelf presence and competitive norms, we built a visual system that balances classic whiskey cues with a lighter, more approachable aesthetic. When paired with a light, smooth, and easy-drinking profile, the result is a brand that stands out on shelf and on palette. Summer West transports you to good times with good company and celebrates those memories worth returning to.

Client: Summer West

Services: Visual identity refresh, Creative Direction, Packaging Design, Copywriting

Credits: Creative Direction, Design, Production: Adam Vicarel Design/Production: Carly Salzman Images: Bahar’s Media