Maker’s Mark
Spec Work
The Ask
Reimagine Maker’s Mark as a credible non-alcoholic whisky for a sober curious generation.
Industry
Non-Alcoholic Spirits
Contributors
Josh LaJoie, CT Rivera, Jared Montgomery
Role
Brand Strategy, Design Strategy, Naming, Copywriting
Problem
People don’t see the point in drinking a whisky that doesn’t have alcohol in it.
Insight
Whisky isn’t an alcohol, it’s a classy aesthetic.
Solution
Create a new classy aesthetic for a new generation of sober curious whiskey drinker.
Idea
MM.X by Maker’s Mark—An Experiment in Class
Respecting a Whisky Icon
Maker’s Mark and its bottle design is globally recognized. In naming and designing the zero proof bottle, the aim was to honor the heritage and reputation of the brand while also creating something that could standalone in the non-alcoholic market.
Brand Launch—Concept Identity for An Experiment in Class
The launch concepts seek to challenge and subvert the traditional suit-and-tie kind of class that is no longer aspirational to modern generations. The concepts demonstrate how the brand could create a new aesthetic and new voice for a new sober curious whisky drinker.
Case Study
Watch to learn more about the sober curious whisky evolution.
Browse the Lookbook
This book is just the beginning—highlighting the diverse personas who embody this new generation of sober curious whisky drinkers.