I can definitively say that designing the signature deck of playing cards for the world-renowned Bicycle Playing Card Company was one of my favorite brand storytelling endeavors. Our approach centered on three main narratives we sought to communicate creatively:
The Outcome
1. Highlighting the Current Product Lineup:
We chose to feature the Aces as a focal point, showcasing the premium whiskies currently offered. This not only draws attention to the product lineup but also elevates the significance of each expression within the deck.
2. Celebrating Family Lineage and Legacy:
To honor the rich heritage of Tennessee Whiskey, we incorporated Nearest Green and his family members into the face cards. We designed custom letterforms and crafted a family tree that reflects the legacy of the “Godfather of Tennessee Whiskey,” ensuring that his story is both visually engaging and deeply rooted in history.
3. Playing on Cultural Card Game Tropes:
I added a playful twist by clearly labeling the BIG and LIL (Little) Joker cards. This nod to the ongoing cultural debate about which Joker holds the highest position in the deck—varying from region to region and even among families—was my way of bringing a touch of humor to the game. Typically, this debate is scribbled in Sharpie, so I thought it would be fun to incorporate that tradition into the design.
Through these elements, we not only created a unique deck of playing cards but also told a multifaceted story that celebrates heritage, product excellence, and cultural fun. It’s a project that truly encapsulates the spirit of the brand in a playful yet meaningful way.
