Backbone Bourbon Co.

Backbone Bourbon Co.

Straight Forward Spirits

Backbone Bourbon Co. is a specialty liquor distributor that took the plunge into bottling their own line of premium spirits, including Backbone Bourbon Uncut, Backbone Prime, Bonesnapper Rye Whiskey, Bone Dry Gin, and Old Bones Bourbon.

Matching Bill and Nolan’s straight-forward and unadorned approach to liquor, all of these labels were designed to jump off the shelf across a dark bar with large, unmissable typography. Debuting in 2013, many of their spirits have become synonymous with Indy’s burgeoning cocktail scene, while gathering a national cult following.


Branding / Package Design / Environmental Design

Our research process included going to dark bars to see what does (and doesn’t) stand out on shelf. Rough gig.