Disrupting American Whisky

VDC Courage & Conviction American Single Malt Whisky

The US whiskey market was hot, but a vast difference existed between the high tradition of old-country Scotch single malts and the personality-driven blends of US whiskey brands. Virginia Distillery Co., a Virginia-based distillery, had built its brand on a blend that linked the two and was now ready to define an entirely new category in whiskey. Their new American Single Malt Whisky would use the processes of Scotch Single Malt distilling and aging but make it in America with only American raw materials. VDC engaged Trinity to create a brand that would bring the old country forward to build the new – in a disruptive brand that came to be called Courage & Conviction.

Brand Strategy
Naming
Creative Strategy
Identity Design
Packaging Systems Design
Structural Package Design
Brand Standards & Usage Guidelines
Copywriting

Virginia Distillery Co Courage & Conviction bottle label close-up and whisky pour.

Virginia Distillery Co Courage & Conviction capsule packaging close-up.

Trinity designed both the flagship offering and a collection of three special cask finishes for VDC. Recognizing that a little tradition goes a long way, on the flagship we made the Old World’s presence known primarily through designing a bottle with a bulbous neck to nod to traditional Scotch bottles and with a cream-copper-rich blue color palette. Those heritage elements exist as a foundation for the boldly contrasting design features that make the brand stand alone in today’s whisky landscape. To contrast the traditional Scotch bottleneck, we paired it with a bottle form of “superman” proportions – broad shoulders leading down to a narrow base. With proud typography, a tall vertical label and a big announcement that this is an American Single Malt, the design makes it clear that Courage & Conviction is not your grandfather’s whisky.

Virginia Distillery Co Courage & Conviction barrel room.

Virginia Distillery Co Courage & Conviction tasting glass with whisky and social media post.

Virginia Distillery Co Courage & Conviction Sherry Cask bottle and capsule.

Virginia Distillery Co Courage & Conviction Sherry Cask capsule close-up.

When it came time for Courage & Conviction to innovate with three unique cask finishes, we designed the collection using a special copper bartop and deep, rich jewel tones of color in choiceful placement. The design delivers a premium feel and makes clear the details of each remarkable finish. Since its release, Courage & Conviction has continued to garner awards and accolades across the globe.