One of our latest design requests from Harley Tygervalley, was marketing material for their year-end function. Jack Daniel's was the main feature and it was basically going to be labelled "Jack Daniel's Day". The idea of making the poster the same as the JD bottle label, with some info and type similarities was born. We also tweaked the 'Old No. 7' icon into a 'bike-with-handlebars' element, to add the Harley aspect and added the age of the dealership. Date and time were treated as the 'volume and alcohol %'. But as suspected, this idea was declined by JD for obvious brand protection reasons and we ended up with a slightly watered-down yet still striking poster. Never-the-less, a fun project indeed!