BULLDOZER BOURBON
Illustration + Packaging

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BRIEF: BULLDOZER wanted to create a whiskey brand that combines the ruggedness of the construction industry with the companionship of man's best friend in order to bring awareness to mental health. Through this brand, they hope to help more men to open up and connect about their struggles over a shared glass of bourbon.

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INSIGHT: Studies have shown that more than 60% of construction workers have struggled with mental health and less than 5% actually seek help. Our goal is to show them they don't have to walk alone through their struggles despite their industry's stigmas.

 

SOLUTION: By utilizing a dog as the mascot, the paw prints and tracks in the mud symbolize that no matter how dirty life gets, there are always people willing to walk that road with you. The use of textured fonts and hand-drawn illustrations allow the ruggedness of the job to shine through, while also giving the appearance of an aged and weathered bourbon.

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*Copy & design still in progress with client