Reach for your High Rock

In early 2021 Sugarlands Distilling Company came to RARE Design wanting to develop the design for Dale & Amy Earnhardt’s new signature vodka. Originally planned to be a solely Sugarlands product, the logo, bottle design, and shipping box had already been developed & printed by the Sugarlands design team. Our unique challenge was to elevate the High Rock brand to better connect the product to Dale & Amy without completely overhauling the materials that had been previously made. High Rock Vodka uses Smoky Mountain water & clocks in at 88 proof, a subtle nod to the number Jr. made famous for over a decade in the NASCAR Cup Series.

We matured the color palette by adding deep, smoky blues contrasted with a metallic orange, refined the logo & label design by removing the overly-illustrative details, and reinforced the overall brand story by creating a Smoky Mountains backdrop that can be seen behind the front label.

I helped develop the front and back labels and created the Smoky Mountains image that shines through to the front of the bottle.