Following our belief that craft follows story, we centered our design strategy around a mythic figure, the legend of Hunting Creek. With that hero at the heart of our concept, we created a world woven from myth, historical record, and a few easter eggs relevant Southern’s owners, Pete and Vienna. A full breakdown of the project would include discovery, arriving on a concept, finding a painter, creating the logo and identity system, messaging, and finally the label and packaging design. But for our purposes here, let’s just say that Southern didn’t have to wait to bottle their spirits any longer, and the product is already receiving rave reviews. And Pete and Vienna liked the artwork so much we had a large print created for them to hang in their home.