Wild Turkey 101’s Rebranded Identity
For more than 60 years, Jimmy has been crafting the beloved Wild Turkey 101 the right way – perfectly aged in American White Oak barrels with the deepest char for more character.
We have had the opportunity to work across the entire Wild Turkey portfolio over the past eight years. And most recently it was time to elevate 101 to its full ionic potential, starting on both the structural and label design from scratch to ensure that the new bottle expression matches the perception of the liquid.
We reimagined the shape of the traditional bourbon bottle to create a silhouette reminiscent of the Wild Turkey itself. The new bottle has an iconic presence – with refined neck detail transitioning to broad, confident shoulders. It then tapers down to a reverse curved edge, reminiscent of the spur on a wild turkey – ending on a clear, solid base for added stature on shelf. The beautifully embossing of the Wild Turkey at the center of the bottle makes a bold new beacon for this flagship bourbon.
For the label, we optimized the Wild Turkey wordmark, championing a bold 101, which now overprints Kentucky Straight Bourbon Whiskey. Our choice of natural paper with a deckled edge harkens back the brand’s attention to detail and craft. The reduced label size represents a stamp of quality, further enhanced by Jimmy Russell’s signature–a sure-fire draw for the true Bourbon connoisseur. Also, in collaboration with our Visualization team, we created a brand video along with a set of virtual brand assets. These flexible (not fixed) assets will allow for Wild Turkey to continuously develop and customize for a more engaging brand world experience across every touchpoint.