Fuel Your Fire. Drink Horse Power.
In reminiscing on wild nights of alcohol fueled chaos, one thing stands out: people are animals. And that wild animalistic nature comes out the more we drink. I took this metaphor further and compared the act of drinking to refilling out tanks like we do for our cars when they run out of gas. People can be so afraid to go to social gatherings without a little something something to take the edge off and get them ready for the night. So when you’re off to the races, you drink. And when you drink, you get revved up. So, Horse Power is a brand that wants to release everyone’s inner party animal, with the graphics to match. The brand is edgy, rustic, and bold, with a sarcastic adult voice. The whiskey’s you can select are Bucking Bronco, Italian Stallion, and Mighty Mustang; all referencing cars and horses at the same time.
The cans for Horse Power were locally sourced vintage gasoline cans from an antique store called Picker Joes in Savannah Georgia. All three of them are still full of black slimy gasoline from who knows when. I was immediately attracted to the patina and rust on them, as it shows the exact sort of grittiness needed for the brand.
The Story Behind the Horse
Horse Power is all about embracing wild experiences. Some of the best nights come out of left field, include people you just met, and involve actions that you might not want to tell your parents the next day. This beautiful chaotic mix a fundamental theme for the brand.
With all that to say, just embrace your inner speed demon. Unleash your untamable animal. Let loose your inner teenager that snuck into the old mans liquor cabinet.
