Carolyn Lodge | 116 & West
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9.7.23 | Read time: 3 min

Bardenay Spirits Branding

Carolyn Lodge

Bardenay & 116 History

Bardenay, a Treasure Valley culinary staple for over 20 years, is known as one of Boise’s best restaurants. Their strong reputation stems from stunning patios, award-winning martinis, many spirit accolades, and a menu that delights the palate.

As Boise’s restaurant scene changed significantly over the last two decades, Bardenay grew their physical locations and line of spirits. And, for nearly as long as they’ve served up the best cocktails in Boise, our agency has worked alongside Bardenay’s leadership to hone the brand, develop their infamous cocktail contest, roll out new liquors, partner on dozens of campaigns and events, and consistently support their community service efforts.

Award-Winning Marketing

Over the years, our team launched two new Bardenay websites and developed their sister restaurant’s brand, website, and overall marketing for Coyne’s in Eagle, Idaho. We’ve done it all — and it has been an exciting endeavor to support their growth through branding, refined art direction, and strategy.

When Bardenay recently developed their Employee Trust and transitioned to an ESOP, our agency managed their internal and external communication, which received a Gold Award at the 2022 Idaho Addy Awards, the Rockies. Now employee-owned, we continue to support Bardenay’s team with initiatives, including this roll-out of fresh, new branding for their line of spirits.

Bardenay Distilling Rebrand

In 1999, Bardenay opened their doors as the nation’s first restaurant-distillery and continues to distill liquor in-house. Through the years, Bardenay spirits, most notably their vodka, gin, rum, and whiskey, received various silver and gold awards from Tastings – The Beverage Testing Institute. Today, Bardenay distills various liquors at their three Idaho locations, including the best gin and best whiskey produced by a local distillery.

While the restaurants were previously Bardenay’s primary external marketing focus, we pivoted to create a more consistent and refined distillery brand in the last year. Now, the launch of their sub-brand, Bardenay Distilling Co., begins a new chapter in Bardenay’s history and features a fresh look to promote their spirits in Idaho and the PNW.

With a solid suite of product offerings, this rebrand is an opportunity to reintroduce Bardenay’s spirits to the market with sophisticated imagery and a sense of adventure. Since Bardenay’s roots are nautical in nature, and their spirits are anchored in true craft, we leaned into the brand’s history, created hand-drawn illustrations of a mermaid luring sailors to celebrate and imbibe together, built a sophisticated color palette that exudes the natural essence of each product, and paired them with a matching icon and whimsical folklore.

Bardenay spirits label redesign creative process created by 116 & West Advertising Agency

Custom Illustration

A mermaid holding a goblet and reaching for the stars embodies exploration, a brand attribute and a characteristic consistently displayed through the distillery’s continued innovation. Since Mermaids often represent renewal and transition, the art has a dual meaning with water and symbolic revitalization as Bardenay spirits set sail on their new chapter.

116 & West Advertising Agency designed Bardenay spirits new labels for its vodka, lemon vodka, dry gin, rum, and ginger rum

New Bardenay Location

We created cohesion across all products by reimagining the liquor line and developing spirits-forward marketing to use as they promote the line outside of their restaurants. Bardenay’s spirits are now available at Idaho liquor stores, and their adventure continues as Bardenay Distilling Co. contemplates a new distillery in Boise’s award-winning Waterfront District.

4.14.22 | read time: 5 min

2021 in Review: Westies & Work That Earned Trophies

Carolyn Lodge

It’s awards season, and that means a time for recognizing the hard work and creative prowess exhibited over the last year.

In Boise, we celebrate with the annual Rockies Award Show, an IAF event presented by the Boise Advertising Federation. The show never ceases to be full of warm hugs and big smiles as peers across agencies, media outlets, and production partners join together to recognize the award-winning work.

At 116 & West, we celebrate the work and the people with our annual Westie Awards, designed to highlight key achievements of our team members.

Westie Awards

While we understand agency life is not an individual sport and none of us can do this on our own, we also find it important to spotlight achievements for new employees, growth, and agency commitment.

Rookie of the Year

Since we spend so much time in our hiring process to ensure we’re bringing on the best talent, this one is always especially hard. Each of our new Westies flourished in 2021, but one individual showcased her talent by breaking down barriers and building relationships that will pay dividends for years to come.

Our Rookie of the Year, Ashlin Wigington, is an account coordinator and serves in our client services department. From the day she started, she exhibited a desire to learn and grow, to take on as much as she possibly can, and to soak up every experience along the path.

One of the qualities we most admire in Ashlin is her openness to feedback. She asks for advice, seeks constructive criticism, and displays a grace that is warm and genuine. Ashlin is wonderful with clients and team members alike, and she has already formed strong bonds that will serve her well. Congratulations, Ashlin! Can’t wait to see how far you’ll go at 116 & West!

GrowMoore

This is a legacy award that recognizes the employee who has grown the most over the last year. Graphic Designer Isabel Sarhad took home this award in 2021. For anyone paying attention, this isn’t a surprise.

Isabel has taken huge strides in her career over the last year, learning from other creative masterminds in the agency and working hard to hone her craft. She has been integral in a variety of client work, ranging from branding to layout design and has absolutely lit it up! Isabel credits the inspiring creative mentors she has and loves collaborating with the team. Keep rocking it, Isabel!

Westie of the Year

Our Westie of the year is determined by a combination of employee votes, manager feedback, and partner insight, and is designed to identify the person who has made the most significant impact on 116 & West.

Without a doubt, this award belongs to Angie Lloyd. Ask anyone at our agency and they’ll gush about how Angie is an absolute angel. She is the most loving, kind, supportive human ever, and she has a way of showing up exactly when we need her most. She’s a whiz as it relates to HR and benefits, and has become a vital part of the leadership team. Most specifically, as it relates to the impact on the agency, Angie has integrated with the operational aspects of the business to offer unparalleled support to the partners.

Thank you for all you do, Ang; we are so lucky you are OUR angel!

Rockies Awards

Our 2021 Rockies awards spanned our client mix and a wide array of creative mediums. We’re proud to announce the following awards.

Bardenay Restaurant & Distillery – Menu: Gold Rockies Award

Bardenay has been a long-standing partner, so we’re always excited to engage in new adventures with them. In 2021, we developed a new campaign and art direction that was utilized across their marketing, including a new website and menu redesign.

 

 

Beardsmith – :30 Radio: Silver Rockies Award

The Beardsmith has a killer brand (developed years ago by our very own Kelly Knopp) that lends itself to fun, creative expression designed to promote their locations, products, and services. Our talented creative team and killer audio engineer/sound designer/wizard of all things, Jodi Sali, left nothing on the table with this fun take.

 

Audio Player

 

Big Brothers Big Sisters of Southwest Idaho – Website: Silver Rockies Award

For our Partner116 project, we had the pleasure of designing a custom website experience for our friends at Big Brothers Big Sisters of Southwest Idaho. We are BIG fans of their program and even have several BIGs and a board member on our staff. Digital Director Emily Del Favero happens to be a BIG and knocked this project out of the park.

Project Filter – Hero Cards: Silver Rockies Award

This project for the Idaho Department of Health and Welfare’s tobacco cessation program, Project Filter, had our team buzzing. From a custom photoshoot with Project Filter’s athletes to illustrated, comic-book-inspired hero cards, the creativity at play had no bounds.

Project Filter – Youth TV: Silver Rockies Award

Another project for our partners at Project Filter included a new suite of television ads designed to educate Idaho’s youth on smoking cessation. This particular spot was right on target for the youth audience–tackling vaping through the lens of social media.

 

Inclusive Idaho – Spreading Light Campaign: Rockies Citation, concept + execution

Inclusive Idaho is one of the most impactful organizations to hit Idaho in recent years. Their work is dedicated to inclusion and equity in our state, which is something we feel strongly about and were/are proud to represent.

Our work with Inclusive Idaho spanned English and Spanish production, and included a video PSA, landing page, collateral, street banners, organic social media, and experiential marketing at Treefort Music Festival. All materials had the same call-to-action: “Spark Change. Speak Up.” Our entire agency collaborated on this project, and this partnership was another product of our Partner116 program.

 

Energized for 2022

It was a whirlwind of a year, and we’re absolutely looking back on it with pride. As always, awards season has us geared up and excited for the new work we’re bringing to life in 2022.