This project was all about distilling (ha!) the combination of tasty baked goods and Tennessee moonshine into one engaging package design. They wanted to make a connection to the tradition of Tennessee distilleries both lawful and otherwise, in a simple and concise way. We went with a design that calls back to both moonshine iconography and the classic Jack Daniel’s labeling and adds a touch of class. Some of their competitors had chosen to brand their moonshine cakes in a slightly cartoony way that, frankly we felt undermined the history and culture the products were based on.