Brown–Forman, Coopers' Craft Bourbon
Telling the barrel's story to help launch a new brand
My Role:
Product Design
Creative Direction
Photography
Illustration
User Testing
Overview:
2017
Bourbon Industry
Overview
From barrel to bottle
In Bourbon Country, many know how bourbon is made, but fewer appreciate the craftsmanship behind the barrels. In 2017, Brown-Forman asked Forest Giant, the design agency where I worked, to help introduce Coopers’ Craft bourbon while honoring the heritage of the Brown-Forman Cooperage and its coopers.
I served as the lead designer on a small, interdisciplinary team. We followed a human-centered design approach to develop an interactive online tour. Our goal was to tell the story of the barrel-making tradition in a modern way – showcasing the skill, craftsmanship and pride of the coopers.
Finding Inspiration
Booms, burns, and brawn
We began by immersing ourselves in the cooperage, where the sounds, sights, and smells left a lasting impression. Our goal was to translate that sensory experience into the online platform, creating a visceral and memorable journey for the user.
A video from our first visit to the cooperage. We returned several times for additional photo and video shoots. Video credit: Andrew Cenci
Early Ideation
Aligning on a vision starts with an Apple Pencil
Exploring loose ideas is always the most exciting part of the process for me. It can also be the most intimidating. I wanted to explore ways to tell the story of the barrel through the eyes of the cooper, emphasizing the craftsmanship and materials used. My goal was to blend the rawness and grit of the coopers’ work with a clean, modern aesthetic. Many of the concept sketches presented here helped shape our early pitches to the Brown-Forman team.
Interaction concept to demonstrate the four levels of barrel char.
Interaction concept to visualize the steaming and toasting process.
Blueprint sketch of a barrel head.
Interaction concept to show how a barrel is raised.
Interaction concept to visualize how a barrel head is made.
Blueprint sketch to show the charcoal filtration process.
Concept for an interactive barrel-raising game designed for a brand activation event. Two competitors would race to see who could raise a barrel the fastest, all while comparing their skills to those of a professional cooper. Though the idea never came to life, it would have been an exciting and engaging experience!
Visual Design
Bringing our ideas to life
The barrel-raising process is complex. Our design challenge was to simplify it into clear, bite-sized pieces that users could easily follow. By combining impactful visuals, candid photography, video, and interactive elements, we captured the rich tradition of the cooperage and the craftsmanship of the coopers. The result was an experience that artfully blended heritage and innovation, telling the story of the Brown-Forman Cooperage in a way that felt uniquely Coopers’ Craft.
Photography
Our team conducted several on-location shoots for photography, video, and audio, and I had the privilege of leading the photography. My goal was to authentically capture the grit, grime, and rigor of the experience firsthand.
3D Renderings
I worked closely with our 3D artist to transform my early concept sketches into dynamic visuals. My role centered on providing art direction and ensuring that every piece aligned with our narrative. The result was a collection of interactive visuals that brought each step of the process to life.
The raw oak stacked to dry outdoors.
The steps of making a barrel head.
The process of raising a barrel.
Toasting and steaming the barrel.
Charring the barrel to perfection.
Hooping the barrel.
Leak testing before filling.
Aging in the rickhouse.
User Testing
Throughout the project, we conducted several user testing sessions to ensure the tour experience was both intuitive and functional. Engaging directly with users provided valuable insights, revealing key blind spots that allowed us to continuously refine and enhance the design.
While not the clearest image, this screenshot is from one of our user testing sessions. We guided this gentleman through a series of scenario-based tasks using an early prototype and asked for his feedback along the way. He seemed to enjoy the experience!
Conclusion
Raise a glass to those that raise the barrels
Some of the final mobile designs that were launched as part of the Coopers' Craft interactive tour.
A video our team helped create to promote the Coopers' Craft brand launch.
The result was a polished final product that we were proud to launch, and our client was thrilled with the outcome. While years have passed since the release and the Cooper’s Craft brand has evolved, the tour we created is no longer live.
However, reflecting on this project reminds me of the incredible power of a small, dedicated team. Five creative and tech-savvy individuals, each bringing their unique perspective, came together to solve a problem and build something from the ground up. These are the work moments I cherish most—collaborating with others to create something remarkable that wouldn’t have been possible alone.
If you have a problem to solve that could use some creativity, please get in touch!