WILLIE'S RESERVE
promotional concept
Designed at the size of a gatefold 7" sleeve, the kit is sized to be collected and filed with your record collection. I wanted this to be an object people would cherish and take pride in showing off. At one point I lobbied for the wheel to be a flexi-disk that would actually play on a turntable.
The folded poster builds drama, playing off the mythos of Willie Nelson as you unravel it.
Inside the gatefold are a removable budtender badge and replica ticket. Originally a Willie's Reserve pick was also to be included.
The inner wheel turns to reveal different products (and a hidden Willie Nelson).
The wheel on the back turns to reveal "Wise Words from Willie."
