GREAT JONES DISTILLERY
A CITY THAT REALLY NEEDED A DRINK
It may be the city that never sleeps, but New York is also the city that hadn’t made a drop of whiskey in over 100 years. 100 years!
Proximo Spirits wanted to change all that; to be the first distillery in town since Prohibition. 100% authentic New York, New York, from top to toe.
And we were just as thirsty as them.
New York, 1900; there were hundreds of distilleries making bourbon, whiskey, brandy and more. Then in 1920, Prohibition wiped every one of them off the map.
Imagine. The world’s most happening city, and not one drop of (legal) New York liquor to be found anywhere.
THE CITY’S FIRST BOURBON IN OVER A CENTURY
THE BIG IDEA; RIGHT UNDER OUR NOSE
The client had three stunning whiskies, the Great Jones name, a building and a bottle.
Now they needed an idea to hang everything off. Something that would solidify the ethos of the brand and steer the whole distillery experience. The glue to hold it all together.
And we found it, right under everyone’s nose — New York. Its home. Its attitude. Its point of difference. We called it ‘Grand and Grit’. The point where glamour meets hardnosed city smarts.
A GUIDING LIGHT FOR THE WHOLE TEAM
Our first job was to get the story right. To weave a tale that would get everything and everyone on track. This was a big deal. We were making history. Great Jones was bringing whiskey back to Manhattan. And a whole heap of stakeholders, and design partners were looking to us to lead the way.
BOTTLING NEW YORK
We weren’t just creating a brand home, we were creating a landmark. No question about it, the distillery experience had to be top-tier.
With a brand narrative leading the way, we plotted the customer journey across four stories and 28,000 sq ft. From distillery tour to tasting room, restaurant to speakeasy, our brand purpose and creative direction brought the whole art deco experience alive.
GRAND AND GRIT IN EVERY DETAIL
Music, artworks, stationery, menus, uniforms, merchandise, even staff cologne and perfume — we were involved in every detail. Providing direction and inspiration for a huge team of craftspeople.
Great Jones Distilling Co. brings new energy and employment opportunities to the NoHo (North of Houston Street) neighborhood. It has created over 100 new jobs and leads the way in the resurgence of the local hospitality industry.
Here’s to the next 100 years.
