Bulleit Bourbon

The initial brief was to make a case to house Bulleit’s range of whiskeys. The end result was a hand-crafted, hardwood masterpiece that travelled the world of social media.

When Bulleit Frontier Whiskey wanted to introduce their range to a new Australian audience, they came to Upstairs Yellow to workshop ways to cut through the noise. Inspired by the honest, raw materials and hand-crafted workmanship that goes into every bottle, we created a truly unique Influencer kit — a stunning timber case that didn’t just house their brand story, but actually became a key part of the story itself.

Limited to just 100, the cases were designed and made locally in Melbourne, with solid hardwoods crafted by master cabinet makers and strapped with full grain hide by our local cordwainer. Knowing that the process would be just as captivating as the product, we encouraged the brand team to share the making of the cases online. So, we opened our studios and workshops to capture footage of the craft and skill behind the product and shared it via YouTube.

The national campaign generated international appeal with over 215K likes and 24K comments on Instagram and 40K+ new followers gained in 10 months. Case closed.