We wanted to visualize and celebrate the handmade process of Maker’s Mark. What better way to do that than to use our own set of custom fonts? The fonts are not only inspired by the hand-cut letterforms on the original Maker’s Mark label but also by the handwriting of the brand’s co-founder (and original designer) Margie Samuels. When people see these longform pieces, we want them to experience our vibrant typography and iconic color palette – inspired by craft and heritage. We guide the viewer through our story using a rhythm and texture built with our timeless typography. Handmade is who we are. We don’t need a bottle shot to tell that story, only a powerful story told with our distinct attention to detail.