THUNDERDONK
Brand & Packaging Design

PROJECT SCOPE

Brand Identity
Packaging
Art Direction

Thunderdonk set out to challenge convention in the whisky category. Born in the rugged hills of Central Otago, ThunderDonk was crafted to combine rich flavour with a ritual-led drinking experience — shoot the drink, then “donk” it down, with a party-driven target market in mind. The strategy behind ThunderDonk was to create a high energy brand designed to appeal to influential bartenders and a younger crowd looking for fun over formality. 

With a slightly off-beat and wild illustration style paired with vintage western cinema typography the brand recognises that whisky doesn’t need to be bound by tradition, predictability, or formula. Instead, it opens up a fresh narrative—one designed to resonate with a new generation of drinkers who value experience over heritage.

A whisky for the wild. Ride the thunder, chase the storm.