Four Roses has partnered with the full-service ad agency Camp + King to reintroduce their iconic product line to dedicated and new consumers alike. Careful not to lose what has made this brand so beloved since the 1800s, Camp + King have elected to turn up the volume on what makes Four Roses so special: an unwavering commitment to making the best bourbons imaginable.
The brand refresh centers on bringing specific elements that set Four Roses apart from other bourbons to the literal and figurative forefront. With a bottle designed to catch the sunlight, the naturally rich color of the bourbon perpetually brings to mind “golden hour.” Each bottle of Four Roses now comes embossed with the signature of Brent Elliott, the company’s master distiller, as well as tasting notes. Four Roses will also be releasing a special product, The Ten Recipe Tasting Experience. The first-of-its-kind tasting experience includes the maker’s ten signature bourbon recipes bottled and packaged with a detailed tasting guide that gives the drinker the opportunity to enjoy each individual bourbon recipe.
A refined representation of the brand’s founding story, the Four Roses emblem has also come to represent their four core bourbons. The renewed emblem carries through in the imprint of the logo on the bottles themselves, and with the Camp + King led refresh, the engraved rose cluster now appears on every cork. At every turn, Camp + King has found an ingenious way to connect to consumers by utilizing Four Roses’ centuries-long dedication to authenticity to its advantage. While paying homage to the company’s heritage, the revitalized Four Roses brand borrows from its fabled past to bring the premium bourbon into the present conversation.
Joey Faccio, Senior Designer from Camp + King, led the Four Roses redesign. He says, “Overall, we are incredibly grateful for the chance to contribute to the next step in the Four Roses legacy. Everything from reimagining the label shape to refining the wordmark and taking the rose cluster up a notch created a more unified, contemporary look that appears real to the touch. I’m honored to be trusted with such a valuable project.”
Jamie King, Co-Founder of Camp + King, says, “Rarely do you get the chance to refresh a brand with a storied history like Four Roses Bourbon. It was a special project that the team loved working on. The work Joey has done is exceptional, but as soon as it came in, this project became very exciting to everyone at Camp + King. We’re all very proud of the work we’ve put in towards the brand refresh.”
In 2022, Four Roses appointed Camp + King as its official Social Agency of Record. Alongside the Brand Refresh, the agency has been entrusted with handling all creative social production. They will be creating and distributing various launch assets across all social platforms, including a 30-second video that provides viewers with an exclusive glimpse of the new look of Four Roses' core products.
Camp + King is a four-time AdAge Small Agency of the Year and a 2021 AdAge A-List agency. The 60-person shop has offices in San Francisco and Chicago. Their clients include brands such as Energizer, RE/MAX, and Papa John’s, among others. Camp + King is dedicated to making brands Conversationworthy™.
Camp + King Credits:
Jamie King, Co-Founder & CEO
Roger Camp, Co-Founder & CCO
Emily Dillow, Managing Director & Partner
Carly Ringler, Associate Brand Director
Tyler Rogow, Assistant Brand Manager
Rikesh Lal, Executive Creative Director & Partner
Jesse Dillow, Executive Creative Director & Partner
Chris Nash, Creative Director
Sara Uhelski, Associate Creative Director
Joey Faccio, Senior Designer
Connie Chung, Designer
Justin Marimon, Senior 3D Artist
Justin Griffin, Senior Editor
Joey McRobert, Senior Copywriter
Lex Rule, Copywriter
Tony Wong, Art Director
Amy Guzman, Producer
Chloe Gendron, Production Coordinator