To create packaging for any beverage for a specific target audience.
Flying Buttress Bourbon sets itself apart from other whiskeys on the shelf, which are typically masculine and somewhat "old-west" themed. Flying Buttress embraces the gothic side of life, and appeals to a more feminine audience, or anyone who appreciates something different. It could also be perfect for a Halloween party. The "flying buttress" was an integral part of Gothic architecture, as well as an aesthetic flourish, which helped to support walls without making them thicker, and thus allowed architects and builders to create more windows and archways.
The die-cut label is inspired by Gothic cathedrals, with their myriad doors, arches, and flying buttresses. An ornate Blackletter (Baroque Text) adds to the Gothic aesthetic, while a blocky, angular serif (Boucherie Block) keeps the label from getting too costumey. A pattern of raven wings is subtly used in the maroon background to add texture.