Gunnar's Bourbon

Brand strategy, visual identity, photography, and campaign creative for a growing craft bourbon brand.

Overview

Gunnar’s Bourbon is a craft distillery rooted in tradition, hard work, and pride in the process. As the brand expanded into new markets, they needed a strong, recognizable identity that could carry across platforms while staying true to their origins.

Format Agency partnered with Gunnar’s to define and execute a cohesive brand presence. From strategy and visual identity to photography, video, and campaign creative, our work focused on building consistency, recognition, and momentum as the brand grew into new regions.

Challenge

Breaking into the bourbon category means standing alongside long-established legacy brands. Gunnar’s needed to feel authentic and hardworking without looking dated, and bold without losing credibility.

The challenge was creating a brand system that could stand out on shelves, resonate with blue-collar and lifestyle-driven audiences, and scale across digital, print, and retail environments.

Execution

We built the creative direction around heritage craftsmanship and vintage American influence, drawing inspiration from classic advertising, industrial textures, and the pride of earning something well made.

Strategy guided every visual decision. Typography, illustration, photography, and motion design were developed as one cohesive system to ensure every asset felt unmistakably Gunnar’s — whether on a billboard, social feed, or product display.

Result / Impact

With a cohesive visual identity and a growing library of creative assets, Gunnar’s Bourbon successfully established a strong presence in new markets while maintaining its roots. The brand now has a scalable system that supports ongoing campaigns, new product launches, and continued expansion.