Can You Create an Authentic Brand Around a Reality TV Star?

Feb. 6, 2015

Can you create an authentic brand around a reality TV star?

That's the very question New York based Beardwood&Co, brand and innovation firm, asked themselves when creating the branding strategy around the development of Tim Smith's Climax Moonshine.

The Challenge: Real life moonshiner Tim Smith became notorious on the Discovery Channel program Moonshiners, flaunting his illicit craft passed down through generations of his family in Climax, Virginia. He asked Beardwood&Co to develop the brand for Climax Moonshine, a legal version of his famous crystal clear spirits.

The Solution:  Make sure that the brand represented Tim and his recipe in an authentic way, capturing three generations of moonshine-making experience in every bottle. They also realized that the shelf is crowded and needed to ensure that the packaging would be noticeable among the competition and draw the customer in from several feet away.

The Packaging: The natural kraft paper label, applied slightly askew, captures the authentic, handcrafted process of moonshining, while the typography references historical “wanted” posters. As a final certification that the batch meets Tim’s demanding standards, each cork features the Tim Smith Climax Moonshine (TSCM) monogram. This custom die cut label would be printed on our HP digital label printing presses.

The Label: To highlight the exceptional clarity of the high quality spirit, Beardwood&Co worked with Steven Noble to develop custom illustrations for the inside of each digital label printing that reveal different scenes from Tim’s home in Climax, Virginia. Each panorama incorporates Camo, of course, showing her at work with Tim and the legendary moonshining operation that made them famous.

“The packaging shows what makes my moonshine special — my history, my hometown, and my dog Camo.” Tim Smith.

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