I.W. HARPER BRAND RELAUNCH

Truth

I.W. Harper has always been known for its sophistication, style, and timeless appeal. It’s a brand that carries an air of confidence and refinement.

Tension

But for today’s consumer, sophistication looks different. Our audience, the Savvy Creator, defines style through self-expression, not convention. They find confidence in creating what’s next, blending grit with class, and setting trends rather than following them. To stay relevant, I.W. Harper needed to evolve from classic refinement to modern creativity.

Idea

We reimagined I.W. Harper’s visual identity for those whose stories are still being written. The new look captures the balance of elegance and edge, celebrating those who embody both style and substance. By taking to the streets to find the intersection of fashion, culture, and character, we carved out a bold new space for I.W. Harper in a whiskey category defined by the past — and positioned it firmly in the future.