Pinhook is a whiskey brand with roots in Kentucky and New York City. Born out of the love for Kentucky's biggest industries, whiskey and horse racing, Pinhook takes a unique winemaker's approach to blending and proofing. Each year a new vintage of each expression is released with subtle variances in taste and proof. Rather than maintaining a set taste profile, this process seeks to create the best tasting whiskey with each vintage release based on that year's available barrels.
Brought on as the in-house lead creative, I helped elevate and standardize the brand's design system, designed and managed production of all labels and branded packaging, and provided art direction for photographers, delevopers, and outside creative vendors. To create consistency, I implemented 3D rendering for all product shots. In addition to managing products on the website, I was tasked to design and maintain Pinhook Magazine, an online editorial hub for all things whiskey.
