Mike Perry, Chief Creative Officer & Founder 🍻 Leading TAVERN

Send us a text

Mike Perry has had a wild ride through the world of design. From cropping football players at NBC Sports to launching award-winning liquor brands with his agency, Tavern, Mike brings real craft, deep industry knowledge, and an obsession with the details that most people ignore.

In this episode, Kirk and Andy dig into the intersection of creativity, commerce, and booze—specifically how alcohol packaging isn’t just design, it’s storytelling, strategy, and sculpture in one.

Mike shares his journey from designing promos for MLS and NHL to building branding for Budweiser, Guinness, Pabst, and Smirnoff. He breaks down the thinking behind the recent Old Grand-Dad 16 redesign, how to work with (not against) label regulations, and why the back-of-pack matters just as much as the front.

You’ll hear about:

• The unglamorous start at NBC Sports—and what you can learn from cropping out athletes

• The power of legacy marks and why Tavern’s “modern heritage” philosophy works

• What designers get wrong about spirits packaging

• Building client trust on brand revivals like Old Crow and Old Grand-Dad

• Why design teams should always go through the archives

• How bottle structure influences perceived value (and pricing psychology)

• When you shouldn’t follow hierarchy—and how to know when to break the rules

If you’ve ever wanted to get into spirits branding, or if you’re a packaging nerd who can’t stop redesigning your bourbon shelf in your head, this episode will hit.

Mike also talks about the highs and heartbreaks of launching new brands, working with master distillers, and the weird joy of seeing your beer can design in a trash pile after a party—because it means someone loved it.

We’ll definitely have him back for a full deep dive into beer design. This is part one. You’ve been warned.

Follow Mike’s work at  https://tavern.agency/ and see the Old Grand-Dad 16 case study for yourself.

Connect with Mike here: https://www.linkedin.com/in/mikelperry/

Support the show

About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

Show a little love. Share the podcast with those who may benefit. Or, send us a coffee:
Support the show