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Pendleton Directors’ Reserve Packaging


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Creative Director: Alan Colvin
Designer: Matt Erickson
Leather Tooling: Randy Severe
Production Artist: Scott Tretter



Multi Packaging Solutions

Not sure what I would do with this package once it was empty, but tossing it would be out of the question. There is too much craftsmanship and attention to detail that make it an extraordinary piece that needs to be kept for the long run. 



Hood River Distillers

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Pendleton Directors' Reserve Packaging
Pendleton Directors' Reserve Packaging
Pendleton Directors' Reserve Packaging
Pendleton Directors' Reserve Packaging
Pendleton Directors' Reserve Packaging
Pendleton Directors' Reserve Packaging

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Project Description

Directors' Reserve embodies the lore and legacy of the Pendleton Round-Up, an iconic symbol of rodeo heritage synonymous with the brand. Aged for twenty years, the liquid inside speaks to the same heritage, a whisky showcased in a bottle wrapped in a leather sleeve with tooling crafted by third-generation saddle maker Randy Severe. The special box hosts encases the bottle accompanied by the story of special whiskey with a special heritage.

Production Lesson(s)

Taking a beautiful piece of leather tooled by Master Saddle Maker Randy Severe and reproducing in mass it is a difficult task. There was plenty of testing, from the selection of the leather itself to working the depth of the emboss. The artwork itself needed to be rebuilt digitally, so Scott, Cue's Production Designer, diligently recreated the piece for production. The end result was spectacular and true to the original. Attention to detail is absolutely necessary for an intricate printing job, from artwork to execution. ”

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Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 23, 2017


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

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Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

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