Blackberry Farm, an iconic, luxury retreat in the foothills of the Great Smoky Mountains, does everything to the highest degree of excellence possible. It’s no surprise that when they decided to open an on-site brewery they looked to achieve that same excellence. We were brought in to refresh the brand and packaging, focusing on the core attributes of the resort, as well as the brewery itself. The crux of these helped form the tagline and basis for the design: “Farm Roots Run Deep”. We approached the design looking to create a look and feel that was fresh, modern, and still held onto the roots of the country retreat. The result is iconic barn-quilt inspired graphics, clean white cans, and luxury feeling gold tops and typography.