ABOUT

Old Crow was once one of Kentucky’s most respected bourbons—but time and neglect had dulled its reputation. With the launch of a new, premium line extension, we set out to restore the brand’s legacy. Our goal: reimagine Old Crow with modern relevance by drawing from its rich, pre-Prohibition heritage.

We introduced Crow 86—a name that nods to whiskey tradition and insider knowledge—by shedding the “Old” and bottling it at the classic 86 proof. The label design pulls directly from historic references, including:
- A revived 1920s wordmark and blackletter “86”, both sourced from archival bottles
- A proudly redrawn crow, standing atop grain in a refined crest, serving as the brand’s new emblem
- A black label with gold and white accents, contrasting the core SKU’s white label to signal trade-up
- A grain filigree border, lifted from a 1929 label, and barrel-stamp-inspired neck seal for authenticity
- Heritage-driven typography and provenance markers (“KY,” “Frankfort, Clermont”) woven throughout
- This approach created a visual identity that feels both elevated and grounded in legacy—one that nods to Crow’s past while inviting a new generation to discover it.

Crow 86 repositions the Old Crow brand with new purpose—an accessible yet premium bourbon that feels right at home next to classic bar staples. With every detail pulled from the brand’s golden era, this Modern Heritage design reclaims Crow’s rightful place in the canon of great American whiskey.