In late 2011, Hood River Distillers approached FWV (where I was art director at the time) for help launching a new line of Whisky in the U.S. Hood River acknowledged the growing popularity of flavored spirits in the States and wanted to get in on the game early. Flavored vodka and rum had been around forever at that point, but flavored whisky, specifically with cinnamon, was new on the scene. We had the opportunity to work with Hood River on building the brand from ground up. Everything, barring the name, was developed in our creative department. I created the identity, designed the packaging, and even coined the brand's tagline: 'An Evil Spirit.'