Satirical bourbon brand sees hopes and dreams answered with new design
Unique new bourbon Hopes & Dreams, which satirizes stereotypical handcrafted whiskey marketing in its promotion, adds texture and sophistication with a hot stamping foil from brand enhancement specialist API (apigroup.com). Hopes & Dreams, which satirizes stereotypical handcrafted whiskey marketing in its promotion, differentiates itself from other bourbon brands with such underwhelming pull-quotes as ‘Meh’ and ‘It’s good… enough,’ and is aimed at millennials, as well as any whiskey drinkers who don’t take themselves too seriously.
On the drink’s attractive Wild West-style label, the API hot stamping foil Copper Kettle creates a subtly luxurious feel. It forms the Hopes & Dreams lettering, provides a double-line trim around the perimeter, and adds gleam to two sardonic seals of approval that, upon close inspection, boast ‘Unlimited release’.
“I selected the Copper Kettle foil because of its stand-out, gorgeous tone, which had an authenticity that paired nicely with the label design,” says Chad Michael, of Chad Michael Studio, who designed the label. “As the entire brand is about a ‘boilerplate’ bourbon that has been ‘machine-crafted’, the glamour of the foil might seem ironic – but of course, even a satirical bottle has to look great.”
The foil is printed onto the label by Clove St. Press using an Original Heidelberg press and a copper plate.
“The printer told us the API foil laid down beautifully against our rather toothy paper stock selection,” continues Chad. “From start to finish, the whole job ran very smoothly, with no setbacks encountered, which is testament to the quality of API’s service and product.”