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Tim Smith's Climax Moonshine

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

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 us to develop the brand for Climax Moonshine, a legal version of his famous crystal clear spirits.

Our Solution

We wanted to make sure that the brand represented Tim and his recipe in an authentic way, capturing three generations of moonshine-making experience in every bottle. We 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.

Camo

Even though Tim’s moonshine is now legal, the recipe is still the “real deal,” faithful to the roots of his original operation. There is no better mascot to highlight this loyalty than Tim’s real-life dog, Camo. Guarding against intruders and lawmen, Camo is a fixture at Tim’s still in the backwoods of Climax. Now, she’s the face of the brand too.

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.

Label Reveal

To highlight the exceptional clarity of the high quality spirit, we worked with Steven Noble to develop custom illustrations for the inside of each label 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.

Shipper

A custom-perforated shipper box creates a product display case in store. The sides of the shippers reference the scenes from the label reveals, extending the story beyond the bottle.

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

Tim Smith

Founder, Tim Smith’s Climax Moonshine