Bonney Creative - Woodstock's New Look

Woodstock is Rolling Out

In late 2013 Asahi Premium Beverages re-launched their portfolio’s largest brand – Woodstock Bourbon. Following an extensive 10 month long process led by Kate Dowd (Marketing Manager), Kelly Jones (Brand Manager) and Bonney Creative (BC), the project encompassed a comprehensive visual identity strategy, portfolio architecture, packaging design (48 SKU’s) and new product development program.

Amber Bonney, the Director of Bonney Creative, says, “Woodstock is a brand people care about – both consumers and the brands owners. The opportunity for us to influence how people engage with the brand and the way it tells its story was a big responsibility and one we progressed with eyes wide open”.


Bonney Creative - Woodstock Seal

Grass Roots Design for Woodstock

These concept sketches were produced in the early stages of the creative exploration of the new brand identity program for Woodstock bourbon.

Bringing to life the story of the barrels is at the heart of the new Woodstock bourbon identity and with the creation of the hand-painted ‘W Batched’ authenticity seal (seen in a wax finish in the 700ml bottle). This rustic device is both a functional navigational icon as well as a signifier of the craftsmanship in the coopering of the American oak use to produce the bourbon.READ MORE