In a category where social and celebratory drinks were growing, Crown Royal was having trouble keeping up.
It just wasn’t fitting into whisky culture’s, high-energy shot occasions preferred by younger multicultural Millennials.



We introduced new Crown Royal Regal Apple™, as the go-to whisky for these occasions and consumers. As art director on the small team, I worked to develop the visual concept & art direct the photoshoot. This key visual was then used to create print, out-of-home, digital and social assets.


In addition to the key visual, we also worked to develop a suite of custom elements to sell into both off and on-premise national accounts.

Two-sided t-shirt with design wrapped around. Gold foil hits for gold apple and logo on back.

Left: 50ml counter unit for liquor stores resembling an apple tree to hold mini bottles/bags, comes in two pieces.
Top Right: Wheel of shots displaying Crown Royal portfolio meant to push flavored shots in bars.
Bottom Right: Rounded rocks glasses/shot glasses (apple shape) with engraved illustrations from packaging.


We cultivated a connected-consumer experience, driving trial in bars as well as sales off-premise, with a conversion-driving shopper campaign that achieved
#1 Selling Spirit Innovation and #1 in Consumer Pull, Surpassing All Major Whisky Innovation and reaching 1 Million Cases in Less Than a Year.


Below is a collection of several key visuals done for Crown Royal ranging from summer programs to product launches.

Launch creative for Crown Royal 75th Anniversary

Coming Soon creative for Crown Royal 75th Anniversary

Launch creative for Crown Royal Northern Harvest Rye

Conceptual summer creative for Crown Royal portfolio

Conceptual summer creative for Crown Royal portfolio

Launch creative for limited time Crown Royal Hand-Selected barrel