THE BRIEF

Archetype Whiskey & Grooming is a fictional company with a tongue-in-cheek attitude that specializes in “Whiskey and grooming tools for the Modern Gentleman”. The brand caters to the lifestyles of discerning manly men of all ages and is characterized by the existence of its founding patriarch, the historically elusive Colonel Jacob Angus (Col. Angus for short). He is the answer to the question, What if the ‘Most interesting man in the world’, the Old Spice man, and Chuck Norris had a baby?

This project ties together elements of Logotype design, Identity & Branding, Web Design, and Packaging Design.