Legent Bourbon

Global branding of a new bourbon

The background

Beam Suntory had never before brought its American and Japanese cultures together in a single product. We were thrilled to have the opportunity to bring it to life.

“The bourbon that redefines bourbon” set the tone for this landscape-changing whiskey, translating a partnership between legendary masters into a brand that would pique the interest – and taste buds – of global whiskey explorers.

  • Art Direction
  • Copywriting
  • Design
  • Brand Positioning
  • Brand Messaging
  • Brand Naming and Identity
  • Consumer Research
  • Shopper Marketing
  • Cinematography and Videography
  • Photography

Insights
Strategic brand design

Led by sophisticated brand strategies, we brought to life the global branding of this new bourbon with a comprehensive visual identity system. 

We launched the brand across a range of online and offline touch points, including a content-rich online experience providing consumers and trade with successive layers of the unique Legent story.

Trade selling tools
On-premise brand building materials

We brought the Legent brand to life in a way that our most important potential advocates could see, feel, smell and – of course – taste. These tools were designed to educate and intrigue consumers while introducing the new bourbon among whiskey drinkers.

The strength of collaboration
A brand is born

“I am so incredibly grateful for this team. We couldn’t have asked for a better set of agency partners to build this brand together with.”
– Jon Marks
Marketing Director | Super Premium Whiskey Beam Suntory