"Kentucky has always said you can't really make bourbon outside of Kentucky because its a combination of the barrels and the limestone-fed springs that give us the water. That's our story and we're sticking to it." (John Yarmuth)
Taking inspiration from the home of bourbon whiskey, Kentucky, I drew on the idea of bluegrass music and based my label loosely around the imagery of a banjo. The simple and hand-printed lower label is reminiscent of those produced in the Prohibition era where alcohol sales were kept in the dark. My aim was to give the audience the feeling of tradition allowing them to escape the busy surroundings of their everyday lives. The consumer would also feel a sense of mystery due to the exclusiveness of the American whiskey. However, the round label and foil blocking on the outer lines and type also gives it a more modern and elite look: a different aesthetic to bourbons currently on the market.
