After helping Steve Sandstrom with Bulleit Bourbon’s story, brand voice, and global marketing guidelines, we received another call from Tom Bulleit. This time, he and his wife Betsy were launching a hangover cure with a proprietary blend of red sorghum and postbiotics. They needed a name, story, tagline, branding, and packaging. After the story and positioning process, I named the product Ctrl+Z, which digital natives know instantly as “Undo.” The tagline was “Undulge.” Visual identity and packaging by Sandstrom Partners.
