Jackson Purchase Bourbon wanted a bottle that reflected the place in which it was made. The limestone aquifers in the Mississippi River allows for the water to be particularly high quality - smooth and silky. There’s a mystical element to it too - that this river produces the best bourbon. I wanted to carry that mysticism into the design.

We wanted to carry a traditional feeling to the design as well, so we used the font Iowan Old Style. The front of the label is simple but refined.