When world famous Kentucky bourbon distillery, Jim Beam, decided it was time to overhaul and rebrand its 400-acre distillery, brand and visitor experience, it looked across the ocean for inspiration.
Manchester design agency LOVE Creative rose to the challenge of updating the attraction, which is much-loved but had become dated in the 12 years since its last refurb. With a limited food offering and a heavy reliance on Jim Beam White Label, Jim Beam was in need of some tender LOVE and attention.
LOVE built a whole new home for the storied brand with a brand new visitor experience, immersive bourbon tour, retail store, tasting rooms, 100-seat premium bourbon bar and restaurant, and brand new visual identity. And then there was the small matter of a state-of-the-art distillery ready to produce the brand’s next generation of small-batch bourbons.
