Crow 86
Those in the Know, Ask for Crow 86
Old Crow, once a highly regarded Kentucky bourbon, had lost its former glory. To restore the brand’s reputation, Tavern partnered with Suntory to design a new premium line extension—Crow 86. Drawing inspiration from the brand’s heritage, we revived vintage design elements, modernized the iconic crow emblem, and created a premium look with bold black and gold details. My roles were pack design pack and all motion design.
Challenge
The challenge was to restore Old Crow’s former prestige and relevance in a competitive market, overcoming its decline in reputation over the years. This required modernizing the brand while staying true to its rich heritage, balancing nostalgia with premium appeal to attract both loyal customers and new drinkers.
Solution
To revive Old Crow's legacy, we created Crow 86, a premium line extension inspired by the brand’s pre-Prohibition heritage. Featuring a black label with gold accents, the design reintroduces vintage elements like the crow emblem and archival wordmark. Subtle historical references enhance its authenticity, while the bold new look invites both loyal fans and newcomers to enjoy Old Crow's storied tradition.
Agency: Tavern
AM: Lauren Greenspan
Strat: Lisa Franck
CD: Mike Perry
Design: Kevin Davis, Gus Rosen-Bernstein, Vin Conti, Will Simmons
Motion Design: Will Simmons
