McKenna Bourbon is only sold at selected bars and outlets in city areas. Bourbon is a funny product in Australia as most are seen as down and dirty. Not this one. To ensure it was treated with the respect it deseved we wanted to get through to those who would appreciate it.
The art direction sought to fit in with the very type of person and city environment the idea was designed for. I got to spray a whole new alphabet and the client was even brave enough to use the sprayed pack shot.