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Ezra Brooks — Luxco

When you call yourself the best whiskey for the moment, you need to back it up… that moment was a time for reimagining.

Located in historic Bardstown, Kentucky, is a place called Lux Row Distillers. Part of the legendary tradition and heritage of the Kentucky Bourbon Trail, Lux Row Distillers is home to Ezra Brooks, a rich collection of bourbon offerings. When the Ezra Brooks team wanted to deliver their brand story and message, they reached out to Dovetail. Together, the collected crew recognized the challenge that lay before them… standing above the crowd of louder, more recognized brands populating the bourbon landscape, while also standing just far enough apart to appeal to a very discerning consumer.

This initiative started with Dovetail immersing themselves into the Ezra Brooks story and iconography.

From there, they revisited and revised many of the brand assets, from photography to typography, messaging to voice. Soon, with a burnished wood background, bold pop of color (based around the brand iconography) and refreshed imagery, this reimagined approach to the Best Whiskey for the Moment found its way to outdoor, on-premise, off-premise and specialty retail.

Dovetail was concepting and creating experiential on-premise programs, retail activation, merchandise and more for the Ezra Brooks portfolio, as well as developing the look, voice and story of the newest Ezra Brooks addition, Ezra Brooks 99, an ultra-premium, enhanced-proof bourbon — the culmination of which came in the form of an elite shipping box delivered to a very exclusive group of Ezra enthusiasts.

Now, when people see the Best Whiskey for the Moment, they see a reimagined Ezra Brooks. And that is the true moment of proof.

Additional Brand Studies

We believe every brand has ownable positioning, even if it doesn’t seem obvious.
Below are more of our selected brands reimagined for future success.