George Dickel Bourbon engaged me to develop a brand campaign rooted in the character of its distilling home in Cascade Hollow, Tullahoma, TN. The objective was to create a flexible thematic toolkit that could scale across retail, on-premise, and digital channels while maintaining visual and tonal consistency. The resulting campaign leveraged the brand’s distinctive color palette and tactile textures, paired with rich landscape photography that spotlighted the distillery’s unique setting. Drawing from Dickel’s heritage marks and iconography, we built a visual system that felt both grounded and elevated — rugged yet refined, with a clear sense of place and identity.