Infinium Spirits

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My Role: Marketing Collateral Design, Print Production, Brand Consistency

Client: Infinium Spirits

Brand: Templeton Rye Whiskey

Challenge: To commemorate the inauguration of their new distillery and the revised packaging, the distinguished whiskey brand Templeton Rye required a principal marketing piece to articulate this significant brand development. The task was to craft a design that was contemporary and innovative while respecting the company's established, premium image.

Solution: I was engaged to develop the promotional flyer that would formally introduce the new distillery and highlight the updated labels for their 4- and 6-year whiskeys. In close collaboration with the marketing team at Infinium Spirits, I devised a clean, vibrant, and professional layout that accentuated the distillery’s modern aesthetic alongside the sophisticated elegance of the new bottle labels.

Results: The final flyer functioned as a vital sales and marketing instrument for the brand's relaunch. It effectively communicated the new brand elements to distributors and consumers, thereby reinforcing Templeton Rye's reputation as a leader in American whiskey. This project exemplifies my capacity to deliver superior design solutions for premium consumer packaged goods brands.

Client: Infinium Spirits 

Project: Label Reconstruction & Brand Heritage Modernization 

Role: Senior Graphic Designer / Production Artist 

Objective: To modernize the visual storytelling of the Templeton Rye 4-Year label while ensuring technical scalability across a diverse SKU lineup (375ml, 750ml, and 1L).

The original Templeton Rye label featured a high-contrast, black-heavy background that obscured the environmental context of the Al Capone-era imagery. The "black hole" effect behind the three figures on the left created a visual disconnect, making the scene feel cramped rather than immersive. The task was to breathe life into this Prohibition-era "basement vibe" without losing the brand's rugged, "The Good Stuff" identity.

1. Dimensional Background Reconstruction Instead of a flat, high-contrast black backdrop, a new custom background was engineered. By shifting the setting into a more atmospheric "basement barrel room" aesthetic, the label now provides a sense of place. This transition from solid black to a textured, sepia-toned barrel room creates depth and aligns the brand more closely with its historical Iowa roots.

2. Figure Extraction and Integration Utilizing advanced masking techniques, the iconic characters—including the three men on the left and the bartender on the right—were isolated from the original high-contrast noise. By separating the subjects from the background, the figures were reintegrated into the new barrel-room scene. This allows the characters to "pop" while maintaining a cohesive, natural interaction with their environment.

3. Intentional Visual Hierarchy By cleaning up the background, the typography (TEMPLETON 4 RYE) and the central brand mark (TR) gain better legibility. The result is a cleaner, more premium look that honors the "Prohibition Era" heritage through better-executed design rather than just high contrast.

A primary focus of this revitalization was dynamic file architecture. In the beverage industry, labels must adapt to varying bottle circumferences and heights without simply "stretching" the artwork.

• Proportional Scaling: The file was built with a "reveal" logic. As the bottle size increases from the 375ml flask to the 1L bottle, the background environment expands.
• The "Reveal" Concept: On the 1L bottle, the wider label space allows for a more expansive view of the basement barrels and the environmental atmosphere, while the 375ml maintains the core intimacy of the characters.
• Asset Management: By keeping the characters and the background on separate, high-resolution layers, the art can be shifted or extended to fit any future SKU additions while maintaining perfect brand consistency.

This project is a cornerstone of a larger body of work for Infinium Spirits, showcasing a deep understanding of the beverage industry's need for both artistic storytelling and rigorous production standards. This work sits alongside other high-level beverage projects that focus on shelf-presence, brand legacy, and the technical precision required for large-scale spirits distribution.

Tools Used:

• Adobe Photoshop: Deep masking, environmental reconstruction, and sepia-toning.
• Adobe Illustrator: Vector refinement for branding elements and SKU template management.
• Generative AI: Utilized for creative exploration and texture blending within the barrel-room environment.

My Role: Point-of-Sale (POS) Design, Large-Format Graphics, Brand Adherence

Client: Infinium Spirits

Brand: Fernet-Branca

Challenge: To enhance brand visibility, the esteemed liqueur brand Fernet-Branca required impactful marketing materials suitable for two markedly different environments: the confined space of a bar top and the expansive surface of a semi-truck. The objective was to adapt the brand's intricate, vintage-inspired aesthetic to both small- and large-scale applications while preserving its strong identity.

Solution: My task involved designing a series of key assets to promote the brand. For on-premise visibility, I developed bold and attention-grabbing bar tents intended to stand out in a busy bar setting. For large-scale brand recognition, I created the complete artwork for a semi-truck wrap, transforming a delivery vehicle into a prominent mobile billboard. Throughout both projects, I ensured meticulous alignment of the designs with Fernet-Branca's distinctive and historic brand guidelines.

Results: The newly developed point-of-sale materials effectively attracted customer attention at the point of purchase. Meanwhile, the truck wrap significantly amplified brand visibility on a large scale. This project demonstrates my versatility and ability to execute branding strategies for an iconic brand across a broad spectrum of formats, ranging from tabletop to highway.

(All rights are reserved for Fernet-Branca.)

My Role: Packaging Design, Print Production, Brand Management, Retail & Trade Show Graphics

Client: Hansen's Beverages (Pre-Coca-Cola Acquisition)

Challenge: During a critical period of growth for Hansen’s Beverages, the challenge was to maintain a cohesive and compelling brand identity across a rapidly expanding and diverse product portfolio. The design work required to resonate with a health-conscious audience and support a wide range of products, including their signature Natural Cane Sodas, new energy drinks, and organic juices.

Solution: As a principal designer for nearly 9 years before the Coca-Cola acquisition, I played a pivotal role in the design and print production of the entire product line. My responsibilities encompassed a wide range of tasks, from the technical creation of art files for multi-packs and shippers to the creative design of trade show displays, pallet skirts, and even licensed children’s juice boxes featuring Clifford the Big Red Dog.

Results: My work directly contributed to the establishment of a robust and consistent brand identity that resonated with consumers and supported the company’s substantial growth. The high quality and visual appeal of the packaging and marketing materials were pivotal to the brand’s success, which ultimately culminated in its highly publicized acquisition by The Coca-Cola Company in 2015.

(Disclaimer: All rights are reserved for Hansen’s Beverage and The Coca-Cola Company. This work is presented for portfolio purposes only.)