Old Fitzgerald Bottled-In-Bond
ART DIRECTION, DESIGN, MOTION GRAPHICS

With 120 years of heritage, Old Fitzgerald had become beloved yet increasingly unattainable. The challenge: reconnect with a broader audience without diminishing its exclusivity.

  • Introduce the 7-Year Bottled-in-Bond as an ultra-premium yet attainable expression. Anchor the brand in hospitality and timeless style, through an “elevated nostalgia” aesthetic.

  • Distinctive assets—sash, shield, key, and bottle—became bold design tools across digital, social, print, and retail. Retro-inspired photography, curated sets, and film-like treatments gave the campaign a modern vintage voice. The tagline “The Pleasure Is Ours” carried hospitality across every touchpoint.

  • Old Fitzgerald re-emerged as aspirational and approachable. Engagement rose across digital and retail, securing relevance with new audiences and reaffirming the brand’s place in the ultra-premium bourbon space.

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We modernized the timeless charm of Old Fitzgerald’s 1950s–60s print heritage through a painterly aesthetic that blended contemporary scenes with vintage warmth. A rich palette of deep greens, bold reds, opulent golds, and vibrant turquoise accents set the tone for an immersive atmosphere of sophisticated indulgence.

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We created a system of patterns and textures that carried seamlessly from packaging and print to digital and social, giving the brand a consistent yet flexible visual language across every touchpoint. Each look was concepted, tested, and then brought to life in collaboration with set designers and stylists — extending into wallpaper, velvet bag embellishments, bespoke coasters, and branded scarves and apparel.

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Collaborators

Agency: Method 1
ECD: David Muldoon
CD: Jess Bennett
ACD: Harrison Weathers
Photographer: Chelsea Kyle
Stylist: Erica Lutz
Food Stylist: Drew Aichele