COHO Creative Cincinnati

ABOUT

In boxing, “a puncher’s chance” refers to a long-shot possibility that a fighter could win a match by landing a solid strike. Wolf Spirit Distillery, a genuine challenger brand born in the 2020 pandemic world, embraces the underdog status of the term as a strength. They named their flagship bourbon Puncher’s Chance, and it became one of the fastest-growing new bourbons from an independent producer.

Building on this outstanding success, Wolf Spirit developed its first-ever limited edition offering—a highly respectable, 12-year-old, 96-proof Puncher’s Chance bourbon—and turned to COHO Creative to help bring it to market.


Adult Beverage Bourbon Packaging


The new offering needed to build on the already established boxing equities that work well for Puncher’s Chance. But it also had to distinguish itself from the base brand as a higher-end, higher-priced limited edition bourbon. A new name would set it apart and provide storytelling opportunities to extend the brand.

The name needed to fit a challenger, an underdog, a fighter. It needed to feel tough, relentless, hard-earned, and uniquely American. Through extensive collaboration, the COHO and Wolf Spirit team came upon the term “Going the Distance,” which refers to a boxer fighting the full 12 rounds of a championship match. To further this idea and pay off the 12-year aging of the spirit, the numeral 12 was worked in, and this new high-end bourbon was named THE D12TANCE.


For design inspiration, COHO looked to the lore of boxing and the gym – the textures, equipment, and emotions associated with training and fighting. Fight cards, boxing uniforms, round cards, gloves, punching bags, canvas, and heavy tapes influenced the design. Boxing totems like the tiger and tattooing came into play, inspiring color, type, and materials.

For brand consistency, the resulting design is executed on the Puncher’s Chance bottle with black overspray that gradually reveals the amber liquid at the bottom. The Puncher’s Chance tiger is also included but is more dramatic in a striking, highly reflective, gold leaf ink like you would find on a heavyweight championship belt.

Instead of a wooden crate or fancy tin, as is common among premium bourbons, a heavy leather carrying case more closely associated with boxing was created with the logo in gold foil.

It all comes together to create a grand, bold, and ownable brand expression with street-smart sophistication that packs a punch.


The D12TANCE sold out months before it ever hit the shelf. The new brand and design were previewed with distributors and buyers and now serve as highly sought-after collectibles.

MADEIT CREDITS

  • Wolf Spirit DistilleryClient
  • Blake LogsdonDesigner
  • Eric WarningDesigner
  • Jon ShapiroChief Creative Officer
  • Kevin BovaDesigner
  • Mike SkrzelowskiExecutive Creative Director
  • * COHO Creative
Annual 2022 ShortlistPuncher's Chance "The D12tance" 12-Year-Old BourbonPackaging Contributor:

COHO Creative has been a Contributor since 25th November 2015.

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Puncher's Chance "The D12tance" 12-Year-Old Bourbon

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