Bardstown Bourbon Company produces amazing bourbon. As its own brands began to grow, however, the heart of its business—custom distilling for others—needed its own recipe. Sharing the Bardstown name with a fast-growing consumer brand created confusion among B2B customers seeking to create their own brands.
As the Bardstown parent company rechristened itself Lofted Spirits, The Indelible created Lofted Custom Spirits as its own expression, tailored for bourbon pioneers seeking to bring their own vision to market.
Lofted’s boundary-pushing mindset comes through in an imagery strategy that opens up the imaginative spirit of its customers, centers the brand’s collaborative approach, and grounds it in its proven process. Carefully honed AI-generated imagery breaks all category norms while residing comfortably alongside photography of the traditional trappings of bourbon-making.
A sophisticated-yet-accessible voice pairs with an identity that emphasizes the “custom” in Lofted Custom Spirits.
Activations—including social posts, exclusive events and video content—emphasize Lofted’s vast customization options and collaborative spirit, demonstrating an indelible connection to the brand’s strategic foundations.
Read the memo To our clients at Lofted Custom Spirits
"The Indelible brought thoughtful structure and creative firepower to our rebrand. They quickly diagnosed the core business challenge, understood the needs of our diverse audiences, and built a comprehensive toolkit that sharpened our positioning. Their strategic work addressed near-term priorities and delivered a clear, compelling path for the long-term.”
Jim Lake
VP of Marketing
Lofted Spirits
SERVICES
Strategy
Positioning & Story
Identity & Expression
Activation
