In a state steeped in bourbon tradition, The B-Line was never meant to be a carbon copy of the trail. It was born to stand apart. Not dusty, not reverent, but refreshing, social, and uniquely Northern Kentucky. BLDG was brought in to develop a name, brand identity, and regional activation that could bridge heritage and modern hospitality, appealing to both die-hard bourbon fans and curious newcomers.
Bourbon branding typically leans on the past: Grandpappy lore. Rustic cabins. A sepia toned seriousness. But Northern Kentucky doesn’t wear that suit. It's lively. Curious. More bar crawl than back porch. Our task was to embrace the legacy while shifting the tone. Not just for one brand, but for a collaborative network of bars, restaurants, and distilleries that wanted to own their own version of bourbon culture.
We needed something both literal and layered. “The B-Line” gestures to a fast, intentional journey. It also hints at the route through Northern Kentucky’s bourbon destinations, without feeling locked into old tropes. Approachable. Memorable. Built for word-of-mouth. Exactly what a modern trail needs.
We balanced bold typography with hand-rendered warmth, giving it energy without losing authenticity. No faux antiquing. No musty script fonts. Instead, we gave The B-Line a look that says, "bourbon is the backdrop, but the story is all your own."
To make The B-Line real in the world, we went beyond brand. We hand-painted custom bourbon barrels, each marking a destination and telling a story. We turned these barrels into visual landmarks, making the trail tangible, photogenic, and unmistakable. From signage to swag to social campaigns, every detail drove home a sense of place, pride, and play.
What began as a tourism concept became a defining identity for Northern Kentucky’s role in bourbon culture. The B-Line gives locals something to be proud of. It gives travelers something new to discover. And most importantly, it gives the bourbon world a breath of fresh air.
