Boundless Brand Design has created the brand identity for Sazerac House of Cocktails, a new premium liqueur range from the Sazerac Company. Developed in collaboration with Sazerac, the design celebrates the birthplace of the Sazerac cocktail while honouring the French craftsmanship and heritage of Sazerac De Forge Cognac.
The new-to-world range features seven Cognac-infused liqueurs designed to bring classic cocktail flavours and mixology inspiration to bartenders and cocktail enthusiasts alike. The brief was to capture the unmistakable spirit of New Orleans, widely regarded as one of the world’s great cocktail cities, while reflecting the sophistication and heritage of the Sazerac De Forge Cognac legacy.
The challenge was to establish authenticity for a brand with deep roots but no existing visual history. Boundless set out to balance the richness of Sazerac’s French provenance with the colour, rhythm and creative energy of New Orleans cocktail culture.
The resulting design language blends French refinement with the expressive character of the city’s bar scene. At the centre of the identity sits an ornate label supported by intricate illustrations inspired by the decorative ironwork of the New Orleans French Quarter. Grapes, vines, filigree and fleur-de-lis motifs reference French heritage, while trumpets, cocktail symbols and other local details capture the music and movement of New Orleans nightlife.
Subtle references to the cast-iron hitching posts once found outside the city’s bars evoke the rituals of patrons tying up their horses before stepping inside for a drink. Each liqueur is set against a vibrant colour backdrop, creating strong differentiation across the range while ensuring unmistakable back-bar presence.
The result is a distinctive new liqueur family designed to resonate with bartenders – refined yet expressive, premium yet playful.
The range launched exclusively at Sazerac House in New Orleans in January 2026. A national rollout across the United States will follow later this year.
Hamish Shand, Founder and Executive Creative Director at Boundless Brand Design, said: “Creating Sazerac House of Cocktails was about distilling two extraordinary cultural forces into one identity. On one hand you have the heritage and refinement of French Cognac craftsmanship; on the other, the vibrant creativity and musical rhythm of New Orleans cocktail culture. Our ambition was to create a brand that bartenders would genuinely connect with – something that feels steeped in history but alive with energy behind the bar.”
Source: Boundless Brand Design
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