Setting the Bar for a New Bourbon Brand

New versions of high-end, southern traditions were becoming popular in the Lowcountry of Georgia and South Carolina. Young, countercultural hipsters with high disposable incomes were visiting country clubs and drinking bourbon cocktails. The movement inspired creation of the Savannah Bourbon Company, Georgia’s first bourbon distillery since prohibition. Trinity Brand Group was tapped to develop a brand story, visual expression and packaging for its first line of bourbons made from the highest quality, Georgia-grown ingredients – Savannah 88 and Sweet Tea Lemonade. Trinity realized the potential success for a product that was highly relevant to the new consumer group. The result is a brand with a youthful essence and bad-boy persona, defying many bourbon-branding norms. 



Craft the Right Recipe

The south is known for Kentucky bourbon and Tennessee whiskey. This is Georgia bourbon, and Georgians are loud and proud. The strategy and execution would need to be a mix: the right amount of Georgia, just enough bourbon and lots of relevance to the hip, sophisticated cocktail culture.



Tradition with a Twist

Traditional southern meets modern hip sensibility. This was our design strategy. It had all the coolness of the consumer set, broke the stodgy bourbon language and felt classy enough for the country club.



A Georgia Bourbon – Neat

The Georgia-state-shaped label boasts state pride, and the watercolor artwork captures Savannah’s storied Lowcountry. The strong visual cues to the brand’s birthplace support its story of commitment to premium, handcrafted bourbon. The nod to bourbon’s past is offset with confident, youthful typography and a tone of voice that signals, “This ain’t your daddy’s bourbon!”

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]


    European Location

    Trinity Brand Group
    Ensoleillé, La Touche Park, Greystones
    County Wicklow, Ireland
    +353 1 201 6652 (t)

    For career opportunities:
    [email protected]