Charred

Ole Smoky's premium flavor is made by aging moonshine in charred barrels for over 120 days. I designed the packaging, art directed the campaign, and created a short film to unveil the new logo through the brand's social media pages. Work done while at Blackboard Co.

Packaging

The new jars were designed to stand out from the distillery's existing line of products, and to connect people to the unique aging process on a visual and tactile level. I created the black label using a singed-bark texture taken directly from the inside of an oak barrel. This design was featured on The Dieline.

Print campaign

A series of three print ads were circulated in multiple publications. The aim was to put the fiery process front and center and to communicate the fact that this moonshine is aged up to 120 days in hand selected barrels. 

Limited edition poster

To celebrate the launch of Ole Smoky's first premium flavor, this limited edition print was sold at the distillery in Gatlinburg, Tennessee. 

Instagram teaser

With a little bit of lighter fluid and a DSLR camera I shot this short film to unveil the new logo through the brand's social media pages.