This project tasked students to design liquor packing based on a fictional or existing brand. If the student was to create a fictional brand, it was recommended to have historical context tied to it. Students were required to create a new brand identity for the liquor as well as design two label varieties, a staple and premium.

The Lone Hare Distillery is a fictional legal moonshine distillery based out of New Jersey. The premise was built behind a famous female bootlegger in the late 1890s, Nancy the Moonshiner. At dusk, Nancy would run towards the nearest orchards and steal as many apples as she could. Within the bluffs of Pequest River, NJ, was a tunnel system filled with over 500 gallons of apple-based moonshine.

For the branding, the primary logo contains a hare running into the night among the hills of Pequet River. A lone hare was chosen to represent Nancy the Moonshiner due to her solitary personality along with her swiftness at night. For the standard packaging, Dark Harvest Moonshine, it builds off of Lone Hare’s primary mark and fully wraps around to the back. When viewed in a dark setting with a light shown through, the silhouette of the Hare can be seen through the back of the bottle. This represents the potential sightings of Nancy the Moonshiner during her nightly harvests. The premium product, Prime Harvest Moonshine, is Lone Hare’s 8-year barrel aged apple moonshine. This unique wraparound design incorporates apple botanical illustrations with Lone Hare’s primary mark. Alongside this, Prime Harvest Moonshine is packaged in an engraved sliding box. This overall is meant to emphasize the handcrafted nature of the product.

This project successfully satisfied the project brief as well as went above and beyond in the craft of the premium engraved sliding box. All objects within the imagery were handcrafted and printed on real bottles.