There's never enough posts about branding, especially when there's packaging design involved. Hired Guns Creative was hired by the Family Distillers to help them bring their product to the market. We are talking about moonshine. By reading about the project and the history behind I can't even imagine how much fun they had during the design process.
Call Family Distillers have been expertly distilling and illicitly distributing moonshine for 7 generations: since the 1860s. Their history begins with Reverend Daniel Call, who developed his own brand of whiskey behind the counter of his store and famously taught Jack Daniels the art of distillation. The Call Family name is well-known in the region and tales of their exploits abound — their domain of Wilkes County, North Carolina is rightly known as the Moonshine Capital of the World.
Willie’s grandson, Brian Call, has most recently taken the wheel as the head distiller of Call Family Distilling. He decided to bring his family business into the modern era, finally making their sour mash moonshine available legally.
When Brian and his nephew Brad came to us for branding and packaging, we were tasked with paying tribute to 150 years of family moonshining history.
By the 1940s and 50s, the notorious Willie Clay Call was running hundreds of gallons a night in his legendary car without being caught.
The Call Family brand is headed by a crescent moon, which serves both as a monogram for the Call name, and as a symbol of the family’s long years of running whiskey by moonlight. White bolts cross beneath the moon, an echo of Willie Clay Call’s thunderously loud car, whose vanity plate boasts “White Lightnin’.” The combined shapes of the lightning bolts under the crescent moon recall a skull and crossbones, evoking the illicit and dangerous nature of moonshining, as well as moonshine’s notoriety as a potential poison when not distilled by expert moonshiners
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