Camp + King’s Four Roses Brand Refresh Honours the Bourbon’s Quality

Four Roses has partnered with the full-service ad agency Camp + King to reintroduce their iconic product line to dedicated and new consumers alike. Careful not to lose what has made this brand so beloved since the 1800’s, Camp + King have elected to turn up the volume on what makes Four Roses so special: an unwavering commitment to making the best bourbons imaginable.

The brand refresh centres on bringing specific elements that set Four Roses apart from other bourbons to the literal and figurative forefront. With a bottle designed to catch the sunlight, the naturally rich colour of the bourbon perpetually brings to mind “golden hour.” Each bottle of Four Roses now comes embossed with the signature of Brent Elliott, the company’s master distiller, as well as tasting notes. Four Roses will also be releasing a special product, The Ten Recipe Tasting Experience. The first-of-its-kind tasting experience includes the maker’s ten signature bourbon recipes bottled and packaged with a detailed tasting guide that gives the drinker the opportunity to enjoy each individual bourbon recipe.  

A refined representation of the brand’s founding story, the Four Roses emblem has also come to represent their four core bourbons. The renewed emblem carries through in the imprint of the logo on the bottles themselves, and with the Camp + King led refresh, the engraved rose cluster now appears on every cork. At every turn, Camp + King has found an ingenious way to connect to consumers by utilising Four Roses’ centuries-long dedication to authenticity to its advantage. While paying homage to the company’s heritage, the revitalised Four Roses brand borrows from its fabled past to bring the premium bourbon into the present conversation.

Joey Faccio, senior designer from Camp + King, led the Four Roses redesign. He said: “Overall, we are incredibly grateful for the chance to contribute to the next step in the Four Roses legacy. Everything from reimagining the label shape to refining the wordmark and taking the rose cluster up a notch created a more unified, contemporary look that appears real to the touch. I’m honoured to be trusted with such a valuable project.”

Jamie King, co-founder of Camp + King, said: “Rarely do you get the chance to refresh a brand with a storied history like Four Roses Bourbon. It was a special project that the team loved working on. The work Joey has done is exceptional, but as soon as it came in, this project became very exciting to everyone at Camp + King. We’re all very proud of the work we’ve put in towards the brand refresh.”

In 2022, Four Roses appointed Camp + King as its official social agency of record. Alongside the Brand Refresh, the agency has been entrusted with handling all creative social production. They will be creating and distributing various launch assets across all social platforms, including a 30-second video that provides viewers with an exclusive glimpse of the new look of Four Roses' core products.