Casey Jones Distillery

Casey Jones Distillery initially approached us to redesign packaging for their Casey Jones Moonshine. However, since research revealed that most consumers had neutral to negative associations with moonshine, we knew it would take more than new packaging to change the way consumers think of the product.

To position Casey Jones Moonshine as a premium heritage product that’s for everyday use, we had to make it about more than water, corn and sugar. We had to tell the rich story of Casey Jones, the original king of the Prohibition-era Kentucky stillmakers, and his grandson, Master Distiller Arlon “A.J.” Jones. We did this with new identity and packaging, a new website featuring craft cocktail recipes, new print and collateral, new distillery signage and a strategic presentation to their distributor.