The Joe Montana Collection

Gold Bar Whiskey is a San Francisco-based distillery, crafting award-winning whiskey.

In collaboration with Joe Montana, they released a collection to honour the legendary 49ers quarterback. This design had to match Gold Bar’s upscale and luxurious branding, while distinguishing itself to resonate with sports fans.

Two unique labels were designed for the different blends. Blend 273—a nod to his career touchdown passes—uses an illustrative approach at the iconic Montana silhouette, paired with his signature, and a limited edition overstrip across the bottle. Blend 117 is inspired by the classic 49ers jersey, and honours Montana’s 117 regular-season wins.

An additional cardboard cutout design was created for the launch event. Matching the high-class branding of Gold Bar, this design brought a sense of excitement and celebration to the event… and what an event to celebrate!