Rooted in the history and folklore of American prohibition-era moonshine, O'Donnell had a compelling story to tell – it just needed a visual identity bold enough to tell it. What began as a packaging brief quickly evolved into a broader exercise in brand positioning, storytelling and creative direction.

Working closely with the founders, I helped shape the brand's tone of voice, visual language and messaging strategy. Creating a richer, more confident identity that balanced heritage craftsmanship with contemporary premium appeal. This included developing the strapline 'Discover Your Rebel Spirit' alongside a suite of campaign messages such as 'Pick Your Poison' and 'Born in Prohibition. Raised on Craft'.