Belfour Spirits

Best Bottle 2020 International Review of Spirits Packaging - 130+ Retail Locations

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Born for glory

Belfour Spirits, from hockey great, Ed Belfour, distills top-shelf whiskey and bourbon infused with the spirit of champions. Inspired by the Art Deco era, the challenge was to develop a top-shelf brand that bucked the traditional marketing tropes of cigars, masculinity and drinking alone. Belfour spirits embodies celebration, close friends and individuality. Leading up to launch, we developed a packaging system, website, and sales & tradeshow materials.

Parent Logo

With long-term plans to expand beyond whiskey and bourbon, a parent brand and logo needed to be created.

Belfour Spirits logo featuring the diamond eagle logo mark with art deco-inspired lines in metallic gold and black


Belfour Spirits planned to launch with a three whiskeys and expand into bourbon. Developing a packaging system ensured flexibility in the brand as it grows starting with color analysis of competitor brands to build differentiation.

Competitive brand color analysis and product type studies

Two options for color families were presented. High-Rolling Metals used metallics with black an an anchor for a rich and Art Deco-inspired approach. Sipping in Luxury drew inspiration from Ed's former NHL teams to create a rich jewel-tone palette anchored by metallic gold.

Color studies for High-Rolling Metals and Sipping in Luxury Color application for both options across rendering of the bottle with the label

The final packaging presented a unique bottle look complete with trophy topper shotglass for the limited edition bottle. The metallics tied to the Art Deco feel while giving the labels impact to stand out on the busy whiskey shelf at retailers.

Group shot of Texas Pecan Whiskey, Rye Whiskey, Bourbon and Limited Edition Rye whiskey on polished wood with a wood backdrop and a Belfour-branded shot glass


The website helped define the attitude and tone of the company to embody the celebratory and all-inclusive spirit of the brand. In addition to designing concepts for the website, I worked closely with photographers to shoot product and team photos that fit the Art Deco feel of the brand.

Homepage of website on a laptop and smart phone

The website home page features people enjoying whiskey in exciting settings as well as product information.

Home page of website featuring images of young adults dancing and enjoying whiskey with excerpts of product description and product shots

The website product page features the bottle in an Art Deco setting with all of the details about the product

Product page of website featuring information and imagery of the Limited Edition Rye Whiskey

Sales Materials

Product sheets featured the Belfour story with product information including SKUs to help the sales team for retail placement.

Texas Monthly College Guide print ad

Business card size promo cards allowed the Belfour team to hand out information to bar owners, retailers, customers and fans to help build awareness leading up to the launch.

Promo card featuring a group of friends dancing and enjoying whiskey on one side with information about the upcoming launch of the new whiskey line with a bottle shot on the back

Brand Launch Email Invite

For the brand launch event an email was sent to an exclusive list of guests inviting them to come out and get the first taste. The invite resulted in over 300 guests attending the exclusive event.

Email invitation featuring images of people dancing and enjoying whiskey along with product shots

Event Backdrop and Banners

For in-store events featuring Ed, I created a backdrop and set of pop-up banners that framed the event area while also allowing for photo opportunities for Ed's eager fans.

Go Austin College campaign landing page
  • Creative Director: Tad Dobbs
  • Content Strategist: Margie Bowles
  • Designer: Tad Dobbs
  • Photographers: Andrew Klein and Bryson Gamble

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