Tenn South Distillery crafted a moonshine to be their inaugural spirit. I had the pleasure to throw my hat into the ring with three designs during the developmental stages.

Each label concept has its own historical reference. The concepts had to convey the handcrafted quality of a small-batch Tennessee liquor. The black label was inspired by license plates and cars from the 1920s – 1940s.

During research, I found that bootleggers modified their cars to outrun the police, and thus NASCAR was born. Other concepts explored were old pharmacy labels, union-made goods, and other working-class artisanal products.

Creative Director:
Joshua Sage Newman
work done @ & 4 ST8MNT

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