I joined the Big Machine team January of 2020, just a few months before the COVID pandemic arrived in the United States. It was then a startup vodka product with an active distillery rebrand from the previously acquired Tenn South Distillery and its products. We would begin re-working Big Machine Vodka into a scaleable & sustainable product in a growing market, alongside developing a new small batch line of products for our tasting rooms. Our team accomplished this while enduring the pandemic with an essential purpose; to make medically approved hand sanitizer products for people in need. We used all the resources available to us to send our message to the public. The Big Machine Family includes many entertainment channels such as NASCAR, IndyCar, & Bridgestone sponsorships. I have been fortunate to design for all this and more.
Client
Big Machine Distillery
Big Machine Distillery
My Role
Brand Development, Design, Art Direction
Year
2020 - Present
I worked closely with the VP of Operations to assess and develop a more aesthetic and scaleable Big Machine Vodka (BMV) product. We started with a new glass and screw top closure, instead of corking. Keeping the same brand elements and tactile embellishments, we made technical adjustments to the label's production to be more cost efficient while retaining our quality product experience. The Platinum Quality Standard seal was designed and added as a mark of our efforts to make the best vodka product in the market. We are now distributed in many U.S. states.
When the BMV Product relaunch proved sustainable, we adapted the same production methods to a new Small Batch series for our tasting rooms so we could brand a Big Machine Distillery line of products to build upon. Our goal was to create a flexible in-house product line to test and perfect new spirits and ready-made cocktails. If a product were to stand out in this line, we could then harvest it into a uniquely branded asset for larger distribution. BMD Small Batch series is currently undergoing updates to design and bottle type.
Within a couple months of joining the BMD team we had to pivot to making and distributing Big Machine Hand Sanitizer all over the country to help meet the need during the pandemic. We did this while launching a new kitchen at our Tavern and developing our spirits and ready-to-drink packaged cocktails.
Big Machine Hand Sanitizer first launched as donations to first responders and pickup orders for food and drink. We then sold volumes from 50 mL to 270 gallons to entities of all types fulfilling orders across the country. We even sponsored various race car drivers and motor sport events. Our success during this time led us to develop our now nationally marketed product, Big Machine Spiked Coolers, which led to the opportunity to design Borchetta Bourbon, and build our creative team.
Published Articles
MusicRow MAGAZINE
Big Machine Distillery Aiding Nashville Community By Producing Hand Sanitizer
Big Machine Distillery Aiding Nashville Community By Producing Hand Sanitizer
FOX17 WZTV NASHVILLE
Another Nashville distillery now making hand sanitizer, donating it to first responders
Another Nashville distillery now making hand sanitizer, donating it to first responders
AJ FOYT RACING
Tony Kanaan debuts Big Machine Hand Sanitizer Livery at COTA
Tony Kanaan debuts Big Machine Hand Sanitizer Livery at COTA