Dueling Grounds Distillery in Franklin, Kentucky, is located in one of the last places in America where it was actually legal for gentlemen to settle their differences the old-fashioned way: Twenty paces, turn and fire.
This insight formed the basis for the complete branding and design project we undertook to launch the Dueling Grounds Kentucky craft Clear Moonshine.
We developed the bottle design and the name of the product. And then we built the brand story, sourced bottles, designed the logo and bottle labels, and created and hand-produced the promotional boxes in which the company’s Kentucky Clear moonshine spirits would be presented to distributors—and to key influencers like the South’s best bartenders and clubs.
Also inside the box, we included a commemorative set of pewter shot glasses to play off the Dueling Grounds name—and the Kentucky Clear moonshine experience—as soon as the box was opened. Appropriate to the brand’s dueling heritage theme, those shot glasses are labeled “Shot 1” and “Shot 2.”
Bourbon must be aged in the cask three years, but Dueling Grounds wanted a product it could begin marketing at once. And the idea for Kentucky Clear was born. By law, this kind of grain-based distilled clear spirit doesn’t even need to be aged three days before it’s sold, hence the cap label “Barely Legal.”
We created the box to help sell the product to distributors who would, in turn, get placement at retail. The initial order was for only 15 units. But within a week, Dueling Grounds realized there was demand for the box set and is now producing the set to sell them for $50 each.
After the first round of deliveries of our Dueling Grounds “box set,” Kentucky Shine was picked up by Kentucky’s largest liquor distributor and is already on its way to store shelves across Kentucky and ultimately the rest of the South.
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