Bardstown Bourbon Company produces amazing bourbon. As its own brands began to grow, however, the heart of its business—custom distilling for others—needed its own recipe. Sharing the Bardstown name with a fast-growing consumer brand created confusion among B2B customers seeking to create their own brands.
As the Bardstown parent company rechristened itself Lofted Spirits, The Indelible created Lofted Custom Spirits as its own expression, tailored for bourbon pioneers seeking to bring their own vision to market.
Lofted’s boundary-pushing mindset comes through in an imagery strategy that opens up the imaginative spirit of its customers, centers the brand’s collaborative approach, and grounds it in its proven process. Carefully honed AI-generated imagery breaks all category norms while residing comfortably alongside photography of the traditional trappings of bourbon-making.
A sophisticated-yet-accessible voice pairs with an identity that emphasizes the “custom” in Lofted Custom Spirits.
Activations—including social posts, exclusive events and video content—emphasize Lofted’s vast customization options and collaborative spirit, demonstrating an indelible connection to the brand’s strategic foundations.
"I get so much energy working with The Indelible that I could run through a brick wall.”
