All Case Studies

Sour Mash Tours

A neighborhood whiskey and walking tour

Image of the Sour Mash Tours t-shirt
Image of the Sour Mash Tours t-shirt
Image of the Sour Mash Tours t-shirt
Image of the Sour Mash Tours t-shirt

My Role:

Illustration

Lettering

Creative Direction

Overview:

2017

2016

Bourbon Tourism

Mobile Brand Activation

Overview

3 stops, 3 flights, 3 pours

I teamed up with my friends at Sour Mash Tours to design a distinctive mark for their neighborhood whiskey and walking tour business. We aimed to create a design with unique character, drawing inspiration from vintage bourbon packaging and the charm of Louisville’s favorite neighborhoods.

Image of an early concept sketch
Image of an early concept sketch
Image of an early concept sketch
Image of an early concept sketch

Here's one of the early pencil sketches that would later evolve into the final mark.

Image of three icons created to represent three of Louisville's favorite neighborhoods
Image of three icons created to represent three of Louisville's favorite neighborhoods
Image of three icons created to represent three of Louisville's favorite neighborhoods
Image of three icons created to represent three of Louisville's favorite neighborhoods

As part of the overall design, I created these simple illustrations to represent three of Louisville's favorite neighborhoods featured in the tours.

Image of a stacked barrel design elelments, each symbolizing a different neighborhood.
Image of a stacked barrel design elelments, each symbolizing a different neighborhood.
Image of a stacked barrel design elelments, each symbolizing a different neighborhood.
Image of a stacked barrel design elelments, each symbolizing a different neighborhood.

The illustrations were ultimately displayed on three stacked barrels, each symbolizing a different neighborhood.

Image of the final mark
Image of the final mark
Image of the final mark
Image of the final mark

The final design embraced an intentionally imperfect, handcrafted aesthetic, inspired by vintage bourbon packaging and hand-painted building signage.

Image of 6 colorway options
Image of 6 colorway options
Image of 6 colorway options
Image of 6 colorway options

Some various colorway explorations.

Image of the t-shirt and tank we had produced
Image of the t-shirt and tank we had produced
Image of the t-shirt and tank we had produced
Image of the t-shirt and tank we had produced

Tees and tanks were made. I think they turned out great!

Image of the Sour Mash Tours t-shirt design
Image of the Sour Mash Tours t-shirt design
Image of the Sour Mash Tours t-shirt design
Image of the Sour Mash Tours t-shirt design

Here's a look at the full t-shirt design.

Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Close-up shot of the final artwork
Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience
Photo from a Sour Mash Tour experience

Here are a few photos that offer a glimpse into the tour experience: three stops, three flights, and three pours!

If you think there’s an opportunity for me to help you or your team, please get in touch!