The Epicurean Selection
Patel Bourbon
Building the Brand World
Challenge
When I started with Patel there was only a name, a distillery partnership, and a whiskey product. Everything else was an open canvas.
Entering an established category presented an opportunity to create a distinctive identity from the ground up- one that could stand apart from familiar whiskey conventions while connecting with an audience beyond traditional enthusiasts.
Insight
Premium whiskey has long leaned on heritage, tradition, and connoisseurship to communicate its value. While these conventions appeal to established enthusiasts, they can also make the category feel intimidating to those just beginning to explore it.
I saw an opportunity to approach whiskey through a different cultural lens, drawing inspiration from the lifestyle-driven positioning of other spirits categories and the broader associations of contemporary luxury, social connection, and intentional indulgence.
The opportunity was to make premium whiskey feel less like a category you needed to understand and more like something you want to experience.
Strategy
I introduced Epicurean philosophy as the foundation of Patel's positioning, reframing premium whiskey around intentional indulgence, personal taste, and an appreciation for life's finer things.
To reinforce this philosophy, I coined “The Epicurean Selection” - a signature expression positioning every Patel product as a considered choice for those who appreciate the art of living well.
Together, these ideas shaped the brand's personality, messaging, visual identity, packaging, and experiences, creating a cohesive foundation designed to evolve with the brand.
Personal Contributions:
Brand Strategy & Positioning
Brand Philosophy & Concept Development
Brand Personality, Messaging & Naming
Creative Direction & Art Direction
Visual Brand Identity & Design Systems
Product & Collection Development
Packaging Design & Production Oversight
Product Photography & Styling
Website Design
Brand, Product & Distributor Presentations
Event Assets
Ongoing Brand Development & Management
A spirit born as a toast to those who don’t just drink-but savor the extraordinary.
Challenge
When I started with Patel there was only a name, a distillery partnership, and a whiskey product. Everything else was an open canvas.
Entering an established category presented an opportunity to create a distinctive identity from the ground up- one that could stand apart from familiar whiskey conventions while connecting with an audience beyond traditional enthusiasts.
Insight
Premium whiskey has long leaned on heritage, tradition, and connoisseurship to communicate its value. While these conventions appeal to established enthusiasts, they can also make the category feel intimidating to those just beginning to explore it.
I saw an opportunity to approach whiskey through a different cultural lens, drawing inspiration from the lifestyle-driven positioning of other spirits categories and the broader associations of contemporary luxury, social connection, and intentional indulgence.
The opportunity was to make premium whiskey feel less like a category you needed to understand and more like something you want to experience.
Strategy
I introduced Epicurean philosophy as the foundation of Patel's positioning, reframing premium whiskey around intentional indulgence, personal taste, and an appreciation for life's finer things.
To reinforce this philosophy, I coined “The Epicurean Selection” - a signature expression positioning every Patel product as a considered choice for those who appreciate the art of living well.
Together, these ideas shaped the brand's personality, messaging, visual identity, packaging, and experiences, creating a cohesive foundation designed to evolve with the brand.
Impact
From initial positioning to ongoing creative direction, I built Patel's brand world across every major touchpoint- establishing a cohesive identity designed to evolve across products, platforms, and experiences.
Within its first year, Patel expanded into liquor stores, bars, and restaurants across seven markets, with buyers in four states committing to the product without a prior tasting. The brand's positioning, identity, and supporting materials helped establish credibility and communicate its value beyond the whiskey itself.
Brand Identity
Patel's identity balances cultural heritage with contemporary luxury to create a visual and verbal world rooted in the art of living well.
A distinctive wordmark honors the founder's Indian heritage, complemented by a custom, chakra-inspired PB monogram.
Signature Saffron Orange, confident typography, and restrained design elements establish a bold yet refined presence beyond traditional whiskey conventions.
The voice is assured, evocative, and inviting- celebrating intentional indulgence, personal taste, and the pleasure of life's finer moments.
Together, these choices give Patel an identity that feels sophisticated, expressive, and unmistakably its own.
Label Design
With the bottle silhouette predetermined, the label became the primary canvas for bringing Patel's identity to life. Signature Saffron Orange creates bold shelf presence, challenging the muted conventions of traditional whiskey packaging.
A consistent design system maintains brand recognition, while subtle color variations in the technical tags distinguish individual expressions.
Rather than relying on elaborate graphics, embossing and hot foil detailing bring depth, texture, and tactile sophistication to the restrained design.
Every element was intentional, creating a sensory experience that begins before the first sip.
Patel entered the market with The Bespoke Collection, a four-expression series of single-barrel, cask-strength whiskeys.
The name Bespoke celebrates the individuality found in single-barrel whiskey. While each expression maintains its foundational character, the nuances of each barrel create subtle variations from one batch to the next, ensuring no two selections are exactly alike.
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Patel entered the market with The Bespoke Collection, a four-expression series of
single-barrel, cask-strength whiskeys.
The name Bespoke celebrates the individuality found in single-barrel whiskey. While each expression maintains its foundational character, the nuances of each barrel create subtle variations from one batch to the next, ensuring
no two selections are
exactly alike.
Each expression within The Bespoke Collection has its own distinct flavor profile. I wanted the photography to make those tasting notes tangible, translating each whiskey's unique character into a visual composition of flavors, textures, and ingredients. The result is a sensory introduction to each expression before the first sip.
Each expression within The Bespoke Collection has its own distinct flavor profile. I wanted the photography to make those tasting notes tangible, translating each whiskey's unique character into a visual composition of flavors, textures, and ingredients. The result is a sensory introduction to each expression before the first sip.
Website Design
Designed as a digital extension of Patel's brand world, the website brings its Epicurean philosophy to life through evocative imagery, refined design, and intentional storytelling. Moving beyond a traditional product-focused approach, the experience introduces visitors to Patel's distinct personality and appreciation for the art of living well, establishing an atmosphere of contemporary luxury while inviting exploration of the brand and its collections.
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messing at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience
Sign Up
Once signed up at the kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
The Epicurean Selection
Patel Bourbons
