Elevating a Texas Craft Spirit into a National Premium Brand
As Design Director for Garrison Brothers Distillery, the first legal bourbon distillery in Texas and one of the most-awarded craft bourbon brands in America, I led a comprehensive brand audit and visual identity refresh, modernizing logos, typography, color palettes, and brand templates to create a cohesive, scalable brand system. I directed creative and served as Principal Designer across packaging, retail, digital marketing, and experiential touch-points, helping position the brand for continued growth as it expanded from a Texas craft distillery into a nationally distributed premium bourbon brand.
Challenge
Garrison Brothers had built a loyal following in Texas but was entering a much larger and more competitive premium bourbon market. The brand’s visual identity had evolved organically over time and lacked the structure needed to support national distribution, expanding product lines, and consistent storytelling across retail, digital, and experiential channels.
Execution
Conducted a full brand audit and led the development of a refined visual identity system, including updated logos, typography, color palettes, and brand templates. Established clear brand guidelines and scalable design frameworks used across packaging, marketing campaigns, retail displays, merchandise, and digital channels.
Results
Elevated the brand’s visual presence in the rapidly growing premium bourbon category
Supported expansion into national distribution across all 50 states
Created a scalable design system enabling consistent brand storytelling across retail, digital, and experiential touchpoints
Strengthened shelf visibility alongside established premium whiskey brands
Online orders increased +5% year over year
Average order value increased +10%
Campaign email performance averaged ~51% open rates with ~0.02% unsubscribes, significantly outperforming industry benchmarks (31–37% open rate; 0.1–0.3% unsubscribe rate)
My Role
Design Director
Principal Designer
Services
Brand Identity Evolution and Systems
Packaging Design
Retail and Point-of-Sale
Integrated Marketing Campaign
E-Commerice, Digital and Social Media
Photography Art Direction
Brand Storytelling
Print Production
Vendor Management
