Grain and Barrel Spirits first launched the Dixie Vodka brand in 2014 with the release of its core Dixie Southern Vodka, and they relied on Wingard to design a logo and label that focused on Southern heritage. As the brand continued to evolve and expand, the need for the packaging to do so became clear as vodka. Wingard created a campaign to realign the brand with the “New South Renaissance” and being “Raised in the South.”
The campaign and resulting designs and messaging place emphasis on the traits the South has long been famous for, such as pride, respect, hospitality, and craftsmanship. The new label design has a clean, handcrafted feel of the New South, complete with woodcut illustrations that identify each flavor. A photo shoot captured the personality of the brand with iconic Southern activities, like boating, tailgating, and oyster roasts.