As one of Kentucky’s oldest bourbon whiskies, Old Crow was once highly regarded. However, as the brand lost its way over the years, its reputation suffered. In an effort to elevate the status of the brand once more, Old Crow was releasing a new, slightly more premium, SKU. Teaming up with Suntory to design the new line extension, we set out to restore Crow to its former glory.

As always, a return to heritage begins in the brand’s archives, taking creative inspiration from the brand’s heyday. We unearthed old bottles, ads and other ephemera in search of authentic heritage design elements that could lend a sense of historic richness back to the brand.

Keeping with the pre-prohibition tradition, when whiskies were only available in 86 or 100 proof, this new SKU is bottled at 86 proof. Shedding the “Old,” we named this new SKU: Crow 86, an easter egg for those in-the-know. The name “Crow” was rendered in a revitalized heritage wordmark, found on an Old Crow bottle from the prohibition era. The 86 in the name, as well as the 86 proof claim, echoed at the bottom of the label, takes its blackletter font inspiration from a 1929 Old-Crow bottle.

To differentiate from the white label the Core Old Crow SKU is known for, the new Crow 86 is reversed with white and gold details popping on a rich, premium black. 

In the late 19th century, the iconic image of a crow standing atop a bundle of grains was added to the label. We redrew the crow with a prouder posture, giving him a sense of premiumness and new purpose as a badge of the brand within a crest made of grains. With this elevated emblem, we hope the new Crow becomes an instant classic, a natural complement to timeless beers like Miller High Life.

The iconic crow is echoed on the necker, watermarked behind a seal designed to mimic the stamps found on the heads of aging barrels of whiskey. At the center, a proud 86 acts as a beacon for bartenders reaching for the bottle.

The grains at the crow’s feet have been rumored over the years to have many meanings, some saying they were symbolic of a bridge between the North and South following the Civil War. Echoing the central crest, a filigree border of grains runs delicately around the outer edge of the label, another reference to the 1929 Old-Crow bottle.

Across the bottle, references to the brand’s heritage and provenance are woven into various type elements. From the subtle “KY,” “US” flanking the crow emblem, to the “Frankfort, Clermont” in the necker. Even “Kentucky Straight Bourbon Whiskey” is emphasized with a bolder, blocky font in white to pop off the black background.

This new, Modern Heritage Crow 86 bottle, with its bold, yet elegant details, offers fans of the brand an opportunity to trade up and invites new drinkers to try this storied heritage brand.