Challenge
Bourbon Barrel Foods had something most brands spend years trying to build: a genuine story. Barrel-aged, bourbon-smoked sauces and spices made by hand in Louisville. But the brand hadn’t caught up to the product. Founder Matt Jamie wanted to grow nationally, and needed a brand and e-commerce presence worthy of all he’d built.
Approach
After touring the facility and conducting audience research, I built the brand strategy around a storytelling focus. The strategy positioned Bourbon Barrel Foods not just as a product, but as an embodiment of the values their customers were already seeking: rich heritage, traditional craft, natural ingredients. I developed the full brand messaging system, including voice, headlines, and all website copy.
With a deep understanding of the brand’s story, I worked closely alongside the design team throughout the project, providing creative direction from early concepts through launch. That relationship has continued into actively guiding creative for their ongoing ad campaigns.
