Willet Pot Still Reserve Straight Bourbon

In this Wild Design post, I will discuss the packaging design for Willett Pot Still Reserve Straight Bourbon. I will highlight the bottle’s unique shape, materials, text and use of color.

The highlight of this packaging discussion is the bottle. Its unique shape and design are meant to resemble a pot still traditionally used to make whisky. According to the Distillery’s website, the bottle was developed using the original still blueprints. The other materials used in this packaging are also unique. The cork has a real wood top and the bottle has a wax seal on its shoulder.

The bottle has a great deal of text and uses it to further the packaging’s mission to showcase its product as a small-batch bourbon. For example, “Handmade by master craftsmen using time honored methods in the art of distilling, handed down from one generation to the next.” The second piece of text I want to highlight is, “Distilled, Aged and Bottled in Kentucky.” This is important, as many traditionalists feel that only whisky distilled in Kentucky can be called bourbon. Finally, a sticker acts as a seal over the cork identifying the individual aging barrel, bottle and number of bottles in the barrel.

Finally, the package design uses color complete its story. The bottle is clear glass allowing the rich copper brown liquor to be showcased. The text and wax seal are gold. The combination of gold and brown mix well with the wood and blue cork label seal to further this bottle’s uniqueness.

I love this package design and feel its unique shape and use of materials, color and text pays homage to how the bourbon was made. The packaging won the Double Gold Medal for design at the San Francisco World Spirits Competition in 2008.

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