Old soul. New rules.

How do you make one of Kentucky bourbon’s most sought-after names more accessible without making it any less extraordinary?

You don’t rewrite history, you create the next chapter.

For Old Fitzgerald Seven-Year-Old Bottled-in-Bond, Stranger & Stranger was challenged to create a contemporary expression of the celebrated Decanter Series, carrying its super premium credentials into a more accessible proposition.

Our starting point was the brand’s iconic design archive. A treasure trove of historic labels, bold typography, heraldic shields, keys and distinctive Bottled-in-Bond credentials.

We took the sculptural knuckling and scalloped shoulders of the iconic decanter, elongated the bottle’s silhouette and reinterpreted its glass stopper as a refined wooden closure. Heritage green, gold and red bring familiarity, while a more confident graphic language gives the bottle a character all of its own.

At the heart of the design sits the historic key. Once a distinctive brand asset, now a prominent symbol of Old Fitzgerald’s enduring invitation: Your Key to Hospitality.

The result is a bottle that feels unmistakably Old Fitzgerald, with the quality, history and Bottled-in-Bond credentials intact, but a fresh perspective for a new generation.

Because making a legend more accessible doesn’t mean making it ordinary.

Proudly created by Stranger & Stranger for Heaven Hill, with a brilliant team of creatives who know when to respect the rules and when to rewrite them.

Never ordinary. Always strange.