Fortuna Barrel Proof;
Proof of Good Fortune

Brand Identity, Logo, Packaging, Collateral
www.fortunabourbon.com

The Situation —

Fortuna Bourbon was a whiskey brand that was started in the 1800s by German immigrant Phil Hollenbach. Hollenbach left a lasting mark on the whiskey trade, having found great success in Louisville, Kentucky. He strived to delight customers far and wide by sharing some of the “Taste of Good Fortune” provided to his family. However, the brand went defunct and closed its doors in the 1960s.

Over a hundred years since its inception, Fortuna Bourbon has now been revitalized for a new generation of whiskey lovers to celebrate. Rare Character co-founder Pablo Moix has been a lover and collector of vintage whiskeys for nearly two decades and has always been a big fan of Fortuna and Glencoe whiskeys. Pablo, a proud Latino, was also attracted to the name (which directly translates to “fortunate”). The tale of Phil Hollenbach, an immigrant who wanted to share “A Taste of Good Fortune” with all, spoke to our team and inspired us to bring the historic brand back to life.

The Solution —

Americano had already revived the original Fortuna brand with Rare Character, except this time a barrel proof version of Fortuna had never existed until now. Americano took the original Fortuna label and approached Barrel Proof from a design system perspective. Taking note of previous historical Fortuna marketing materials, Americano created countless versions of the Barrel Proof label to arrive at the correct design answer. The result is an ornate, fully foiled and embossed label that stands out miles away on a bar; even in comparison to other old-style whiskey labels.

Fortuna truly is a revived brand with respect and homage to the original, and sights set towards the future.