Maker’s Mark
Industry
Non-Alcoholic Spirits
The Ask
Reimagine Maker’s Mark as a credible non-alcoholic whisky for a sober curious generation.
Contributors
Josh LaJoie, CT Rivera, Jared Montgomery
Role
Brand Strategy, Design Strategy, Naming, Copywriting
Problem
Whisky isn’t just an alcohol it’s a classy aesthetic—but it’s romance lacks aspiration in the 21st century.
Insight
Subverting old traditions of class is the new way to exhibit class.
Brand Advantage
Maker’s Mark embodies the archetypical image of whisky—branding, heritage, and class.
Strategy
Appreciate the Old to Make Anew
Idea
MM.X by Maker’s Mark - An Experiment in Class
