Stetson Kentucky Straight Bourbon Whiskey for Schwarze & Schlichte


Development of a brand environment as basis of a holistic communication strategy.

Strategic concept:

The launch of an original American bourbon under the umbrella brand Stetson required an extensive brand and market analysis in Germany and the United States. On the basis of this data a communication strategy was developed that takes John B. Stetson, founder of the brand and inventor of the original cowboy hat, center stage. His famous quote “Make things right and the best they can be” is the basis of the brand image and embodies the premium character of the whiskey. All means of communication – from packaging design through to the website, the trade show appearance and to the print as well as the online advertising – that were developed by khdesign follow this holistic approach and thus form a credible and successful brand.