Borderline Distillery - Taylor Frint

The Brand Board

Establishing a Brand

COLOR

A rustic theme was decided upon for the brand. These colors reference the former railroad and KY Railpark.

TEXTURE

Maps of the train route were an inspiration for the brand. Maps of the original L&N train route were located and incorporated into Borderline's designs.

TYPE

Block lettering was chosen for the brand's typeface. A bold serif font helped to represent the strength and resilience of the formerly bustling railroad.

STYLE

In the end a flat dark color with golden/orange accents seemed to represent Borderline's vision best. This was incorporated into the package designs and website.

(Brand board created by Olivia Clippinger, Borderline logo created by Braden Vanmeter).

The Reasoning Behind the Branding Decisions

Establishing a Brand Continued

Going into the project, many other brandy companies and their packaging provided insight of what the ideal consumer actually wants. With brandy typically being a fancier man's drink, our team wanted to create a brand that would appeal to both men and women.

A rustic theme was what really fit this target market. Our color pallet includes black, charcoal, dark blue-green, with a pop of burnt orange. These colors paired well with the neutral-colored maps and wood textures that went along with what one would expect when they hear rustic. Selfica Black font style really brought the logo and labels together with that same cohesive, yet clean feel that consumers of this type of drink are looking for. A bold serif-font with block lettering was chosen for the brand's typeface because it helped to represent the strength and resilience of this formerly bustling railroad.

With the railroad being a well-known and respected experience noted by anyone who stepped foot onboard, it was important to respect its history and accomplish this level of respect in our brandy as well. Which is why we created a brand that one cannot forget. Tourism in the area of Bowling Green is bigger than most might think and this brandy with a strong brand will not only draw tourists in, but keep them coming back. After much research, it was decided that Borderline Distillery needed to be a modern way to value and honor the history of the L&N Railroad.

For our logo and labels, the train represented in the icon is a more modern way of looking at the L&N railroad while still having the rustic feel paired with a matte black bottle that looks like no other on the market. There are a few wine brands on the market with the same brand style Borderline was aiming for, and that served as the inspiration of how this brand should play out.

Borderline Distillery needed a strong brandy line to be able to create a following and make an impact with consumers.

(Packaging designed by Taylor Frint)

During this step our team decided that there would be 4 brandy flavors. This initial line of brandy would be called the Sidecar Brandys. The flavors decided upon were apple, peach, pear, and raspberry.

After this was established, it was time to begin the package design. While creating the packaging, I weighed between different bottle styles. Ultimately I decided to go with a dark, matte bottle. The design is intended to be modern, yet classic in order to draw in a bit of the history of the railroad but with a spin. I incorporated a pattern into the label that shows a map of the old L&N railroad. This allowed us to include a piece of the railroad on our bottles.

THE IDEA

The Maker’s Mark website was a big inspiration for developing the layout of the website. Makers Mark uses parallax pages that are continuous and visually stunning. The big thing here was to stay consistent with the brand. Mockups were created for a desktop screen in Adobe XD and were later altered to fit the needed format. Screen captures of each page created are available for viewing below.