Larceny Bourbon Brand Identity
Larceny has always stood apart by doing things differently. Built around a wheated bourbon recipe and inspired by the legend of John E. Fitzgerald, the brand needed creative that honored its heritage while helping it connect with a new generation of bourbon drinkers. Over several years, I partnered with the Heaven Hill team to bring that story to life across campaigns, digital experiences, retail activations, and brand identity.
Reinventing Larceny
The centerpiece of this project was developing an entirely new commercial that brought Larceny's evolving identity to life. Watch the film above to see how the brand came to life through storytelling, craftsmanship, and cinematic execution.
From there, the work expanded into an ongoing creative partnership spanning campaigns, digital experiences, retail activations, and brand systems, all designed to create a cohesive and memorable brand experience.
Building Brand Through Culture
To further elevate the campaign, we partnered with world-renowned bartender Sam Ross, creator of the original Paper Plane cocktail, to develop a signature recipe that Larceny could authentically own. The collaboration became the centerpiece of the campaign, woven throughout the commercial, social content, and digital storytelling to create a cohesive experience that extended well beyond the bottle.
More Than a Cocktail
The cocktail became an extension of the brand itself. Watch how the signature recipe came to life and became a key storytelling element throughout the campaign.
Rebuilding the Larceny Experience
Larceny deserved a website that poured as smoothly as the bourbon. We redesigned the digital experience from the ground up, creating a modern destination where visitors can explore the brand's story, browse its growing portfolio, learn about the wheated process, discover cocktail recipes, and connect with the heritage behind every bottle.
Check out the full Site here:
larcenybourbon.com