Rebranding a legacy spirit like Wild Turkey isn’t about changing who it is. It’s about reintroducing it with the clarity and edge that today’s drinkers crave. The soul stays the same: authentic, unapologetic, full of character, but the way it shows up? That needs to evolve. Our role was to build the tools that help this evolution come to life at the last mile, across both on- and off-trade. In retail and on-trade, the message that comes across needs to be consinstent, putting in front of the consumer the same cues that make the new braning immediately recognizable. Rebrands live and die in the details. The goal of a good toolkit is to make sure every touchpoint carries the same confidence as the brand itself. Modern, but rooted. Sharp, but familiar. Always bold, never borrowed. Just like the spirit inside the glass.