Mom’s WHISKEY

When rapper Marlon Craft released "Mom's Whiskey," one of his most beloved songs, I saw an opportunity to extend the story beyond music. I initiated a partnership between Marlon and New York Distilling Company to create a limited-edition rye whiskey inspired by the track, then led the project from concept to launch. I developed the creative strategy, art direction, packaging, and marketing campaign, co-wrote the brand story and label copy with Marlon, and helped produce the release event at the distillery. Rather than treating the whiskey as artist merchandise, we approached it as an extension of Marlon's artistic identity. 

The label draws inspiration from classic American whiskey design while introducing details unique to Marlon's story, including theatrical comedy and tragedy masks that pay tribute to his mother's career in Off-Broadway theater. The inaugural release sold out, leading New York Distilling Company to commission a second edition featuring a new rye blend and refreshed label colorway.