When Holladay Distillery, maker of specialty whiskeys, wanted to send its valued clientele a taste of its prized Missouri Straight Bourbon Whiskey, they asked our team to create a total experience through and through. Our goal was to instill history and romance, and at the same time infuse intrigue and sensuality.

We began at the most logical place -- the container itself. We pay as much attention to the shape, how it opens, the cover material and the color of the printing as we do to what is being printed. In this case, a handsome, dark charcoal linen, wrap-lid magnetic box branded with Holladay's logo in matte black foil fit the bill, setting the tone for this inaugural launch experience.

To establish a relationship with the recipient, a "policy-style" envelope (an envelope that opens from the short end) with the recipient's name elegantly hand-scribed, was tucked under a rich satin red ribbon (the color of the company's new branding) along with two wood staves -- pieces from the wood barrels where this bourbon had been aging over the past six years. A surprise "wink" appeared on the back of the envelope in copper foil -- "for you . . . after 166 years." A handwritten note, individually penned on Holladay stationery, was enclosed.

Once the envelope was removed, the hero piece came into view -- the elegant, charcoal linen container. A quote from Holladay's Master Distiller appeared as the lid opened. It was printed in copper foil too, pulling that design detail through. At the same time, a striking, voluptuous glass bottle image printed on a 28-pound translucent vellum greeted the recipient, adding yet another air of mystery and heightening the emotional connection.

Under the vellum and tucked into custom die-cut nooks in protective foam were:

• a prized bottle of Ben Holladay Missouri Straight Bourbon Whiskey, released in May 2022

• four copper-foiled coasters with an assortment of bourbon recipes

• branded sipping glass

• a hand-bound 12-page booklet explaining the history of the company, it’s founder, the bourbon and details, with hand-drawn illustrations thoughtfully placed throughout

As a final touch, the numerals "1856" printed in copper foil on an oval-shaped sticker, was intentionally placed on the outside shipping box. A little gem to intrigue and begin the sensual experience at the moment the recipient received the package itself. As the recipient would soon discover as they thumbed through the enclosed booklet, 166 years ago was the year 1856, the beginning of Holladay Distillery, the oldest distillery west of the Mississippi.