The Story of 3 Unusual Spirits and a Maximum Security Prison

The headline on Brushy Mountain State Penitentiary’s home page reads, WELCOME TO THE END OF THE LINE. That was the first thing uttered by the guards to prisoners entering Brushy as the huge iron gate slammed shut, echoing down the prison’s stone walls. It was also the inspiration for the name of their one-of-a-kind Tennessee moonshine, which is called, END OF THE LINE, but more on that later.

When it comes to Brushy Mountain Distillery, they produce nothing but the finest in spirits. Maycreate was happy to help them introduce three exceptional newcomers, Brushy Mountain Double Barrel Whiskey, Copperhead Cinnamon Schnapps, and Brimstone White Whiskey. Each is unique and distilled with the best ingredients.

No doubt, distilling distinctive spirits is essential, but the other essential ingredient is marketing. Here’s the story of how we created three unique brand personalities for these three unusual spirits that are distilled in a former maximum security prison known to inmates as “The End of the Line.”

Everything begins with creating and securing a name for the product. In the case of Brimstone, the name evolved from searching for something that captured the liqueur’s flavor and color, as well as Brushy Mountain’s established brand voice. Copperhead was named in a similar fashion; a reference to the color of the product, the copper used in our stills, and the snake, which is indigenous to the mountains that surround this storied landmark.

As to Double Barrel Whiskey, the name originates from its defining 6-year aging process and its unique characteristics. The whiskey is finished in Caribbean rum barrels, giving it a most unusual flavor. It’s also 117 proof, delivering a one-two punch when it comes to sipping. And this singular spirit is in keeping with Brushy’s brand image, incorporating the subtle reference to the double barrel shotguns the guards would carry when prisoners were in the yard.

With Copperhead and Brimstone, the names influenced the individual designs of the labels, as well as the careful selection of bottles for each spirit. Both were created to ensure these unusual liquors would catch a discerning customer’s eye while on the shelf. Its other purpose was to separate them from competing brands, while eulogizing the legends and myths of Brushy Mountain.

The labels of both bottles contain a ‘tombstone” shape, a symbol of danger and a reference to the prison’s arched doorway leading to the main yard. The color of the Brimstone liqueur was enhanced with knockouts in the printing of the bottle. Copperhead’s label design needed to be more open, giving the product greater visibility on the shelf. The metallic copper on the label drew attention to the brand and was a passing reference to the copper flakes inside the bottle.

The label design for Double Barrel is structured and straightforward. Gold accents highlight the distillery’s logo, a symbol that combines the bottle shape with the sallyport, an arched entrance in the prison walls. A thick rectangular bottle was chosen, symbolic of the monolithic structure of the prison. The longer neck is a subtle reference to a shotgun shell, further enhanced by the bright red band and gold cap.

The typefaces for all three bottles were selected for specific reasons, reflecting both the qualities of the liquors and the history of Brushy. For Copperhead and Brimstone, DDC Hardware was chosen because of its strong, hard-working, true grit image, highlighted by industrial overtones. For Double barrel, the bold workhorse typefaces were chosen because of their popularity when the prison was established in 1896 but that feel equally at home and familiar in 2020.

Credits for the label and bottle designs go to Brian May, president and executive creative director, Adam Ewing, design director and Grant Little, senior art director. The descriptive copy that appears on each label highlighting the legends and exceptional qualities of these three new spirits was written by Anthony Sims, senior creative director.

Brushy Mountain Distillery offers several quality products, including Frozen Head Vodka and End Of The Line Moonshine, which comes in 9 surprising flavors.  If you have a project or marketing need that deserves some professional attention, contact John Wagoner, Senior Brand Strategist & Account Supervisor.

From all of us, thanks so much for visiting.