Breaking out the “All Natural Giddy Up!,” Jackson Hole, WY-based Dust Cutter Beverage Co. has launched a line of lemonade based on a lemonade-and-whiskey drink that used to be served on the founding family’s former dude ranch to cut the ranchers’ thirst “after a long day on the dusty trail,” says Dust Cutter Founder and CEO Eric Green. The three-variety line, in Original, Huckleberry, and Iced Tea flavors, includes ingredients such as ginseng and Vitamin B, and is said to be lower in sugar than other premium lemonades.
Packaging for the product is a 16-oz aluminum bottle can, the Alumi-Tek from Ball, which Green says he discovered online and settled on even before developing the brand logo or flavors. “We knew from the beginning it was the container that would separate us from the competition for many different reasons,” he says. “The fact that it is aluminum is a huge selling point because it chills fast, stays chilled longer, won’t break like glass, and is 100-percent recyclable. The resealable top is probably the Alumi-Tek’s best feature… besides just looking very stylish, of course.”
With an existing logo and packaging design in hand, Dust Cutter approached Cultivator Advertising & Design to build and create the rest of the brand. Convincing Dust Cutter to let them take a crack at a total update, Cultivator retained the original vision of a clean, simplistic look, while fine-tuning elements such as the belt buckle-style brand logo. “By refining our logo mark and packaging, they made everything much more cohesive and appealing to the consumer,” says Green.
