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Expertise
Challenge
BourbonBlog.com is the leading authority on bourbon and American whiskey journalism. Bourbon Expert Tom Fischer is an industry-leading authority, personality, and writer in the spirits industry.
BourbonBlog has a well-established reputation as one of the oldest whiskey blogs on the internet. Since its inception in 2005, it has amassed over 100,000 highly engaged followers across a variety of social media accounts, including Twitter, Facebook, Instagram, and YouTube. The previous logo had been used primarily on the website, and other outlets used a variety of typefaces and marketing copy. Our goal was to unify the brand and enable use across a variety of applications.
We spent a lot of time discussing the significance of the brand with the founder. It was important to capture how personal the company is to him, and we held many strategic sessions that allowed us to understand what emotions resonated most strongly. We ultimately wanted to evoke a sense of legacy and tradition, with a modern, uplifting treatment that fans would love.
Approach
From the font choice, to the symbolism of the deer antlers, to the subtle angled slats of wood—as seen on whiskey barrel tops—we made sure every element of the new logo communicated something meaningful.
Logo anatomy & symbolism
From the font choice, to the symbolism of the deer antlers, to the subtle angled slats of wood as seen on whiskey barrel tops, we made sure every single element of the new logo communicated something meaningful.
Being one of the oldest whiskey blogs on the internet is an important part of the brand’s identity. We thought long and hard about the origin stories and meaning behind well known whiskies, all the while sampling them, for research of course…
The recurring theme that arose during our discussions was that of the deer. To us, the deer is a regal creature, to be respected for its beauty and power. It parallels the heritage of such a brand as BourbonBlog that has relentlessly helped shape the world of whiskey blogging and has been a trusted resource for over a decade.
The logo’s symbol was derived from combining a non brand specific bottle shape with subtly placed antlers which form the silhouette. The other elements of the logo include angled lines that represent the wooden slats that are visible on whiskey barrel tops. They are angled upwards to convey progress and enlightenment. The stamp, or ring, is a common element on whiskey barrels as well. Often displaying the distiller’s logo, and barrel or batch number.
Brand identity guideline
We created an extensive brand identity guideline covering all possible use cases for digital and print. We included directives for use on black and white backgrounds, one-line usage (no symbol), a circular condensed version (i.e., patch) for social media avatars and small uses, as well as a standalone symbol.
We had been considering updating and improving our logo and elements of our brand identity at BourbonBlog. We absolutely made the right choice in going with ATTCK as their team is talented, thorough, and patient, because they realize just how much BourbonBlog means not only to our team, but most importantly to our readers and the whiskey community.
Tom Fischer
BourbonBlog.com, Founder
Frequently asked questions
Who is BourbonBlog and what makes them notable in their industry?
BourbonBlog.com is one of the oldest and most respected voices in the world of bourbon and American whiskey journalism. Founded in 2005 by industry authority Tom Fischer, the site has built a loyal following of over 100,000 fans across Twitter, Facebook, Instagram, and YouTube. It’s known for expert reporting, in-depth reviews, and engaging coverage of the spirits industry.
What branding challenges was BourbonBlog facing before working with ATTCK?
Although BourbonBlog had a strong reputation and a large audience, its visual identity lacked consistency. The existing logo was primarily used on the website, while other platforms featured different typefaces and copy. This fragmented look made it harder to present a unified, professional brand across channels.
Why was it important for BourbonBlog to update their logo and brand identity?
BourbonBlog’s founder wanted a brand identity that matched the publication’s heritage, credibility, and emotional connection with its audience. The goal was to unify all visual assets so the brand would be instantly recognizable across digital, print, social media, and merchandise, while also appealing to both long-time followers and new audiences.
What services did ATTCK provide for this project?
Services included UX and UI design, responsive web development, content architecture planning, CMS integration, and performance optimization.
What specific goals did ATTCK set out to achieve for this project?
ATTCK aimed to design a versatile, meaningful brand identity that reflected BourbonBlog’s legacy while introducing a refined, modern feel. The identity needed to work across many use cases, from business cards and social avatars to event signage and branded merchandise.
How did ATTCK’s design approach ensure the new logo reflected BourbonBlog’s heritage and personality?
ATTCK conducted multiple strategy sessions with the founder to explore the emotional core of the brand. Every design decision was intentional, from font selection to the symbolic use of deer antlers and whiskey barrel elements, ensuring the final design told BourbonBlog’s story and resonated with its audience.
What elements and symbolism were incorporated into the new logo, and why?
Deer Antlers: Represent strength, heritage, and respect, paralleling BourbonBlog’s influence in the whiskey world.
Bottle Silhouette: Timeless and non-brand-specific, allowing for wide applicability.
Angled Wooden Slats: Inspired by whiskey barrel tops, angled upward to symbolize progress and enlightenment.
Circular Stamp: Evokes traditional whiskey barrel markings, reinforcing authenticity.
What deliverables did ATTCK provide beyond just the logo design?
ATTCK created a full brand identity system, including guidelines for color, typography, usage variations, and application on different backgrounds. They designed multiple logo formats for different contexts, such as a one-line version, a circular patch for small-scale uses, and a standalone symbol for merchandise.
How did ATTCK ensure the brand identity would work across digital, print, and merchandise?
ATTCK produced an extensive brand identity guideline that covered all possible use cases. This ensured consistent presentation whether the logo appeared on a website, social media profile, printed material, or physical products like coasters and flasks.
What services did ATTCK provide for this project from start to finish?
Services included brand strategy, brand identity design, logo design, graphic design, and creation of detailed brand guidelines. ATTCK also provided consulting to ensure the identity aligned with BourbonBlog’s business goals and audience expectations.
How does this case study demonstrate ATTCK’s expertise in lifestyle and brand-focused design projects?
This project shows ATTCK’s ability to combine strategic brand thinking with creative execution. By immersing themselves in the client’s history, values, and audience, ATTCK delivered a timeless identity that not only elevated BourbonBlog’s visual presence but also reinforced its position as an industry leader in the lifestyle and spirits space.
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Credits
Producer
Gary Gertz
Designers
Masahiro Naruse