High Rock Vodka

Dale Earnhardt Jr. has his own center of gravity when he enters a room. His accolades as an accomplished NASCAR driver and team owner speak for themselves. He has a deep pride in going all-in on any project he lays his hands on, and he also cares deeply about his wife Amy.

Together, with the help from RARE Design and Sugarlands Distilling in Gatlinburg, TN – they have crafted a vodka that stands out above the rest. High Rock Vodka is a sugar-maple charcoal filtered spirit that has the sweetness of the Smokies in every drop.

A before and after look at the High Rock primary identity. Subtle refinements to the letterforms were added to provide a more premium look and feel of the mark. The original mountain scene was replaced by the iconic skyline of Mount Le Conte near Gatlinburg, TN.

As we were approaching the design to the High Rock bottle, it was paramount that we included the story and essence of Dale and Amy. We wanted to bring forward the light notes of Amy’s taste and style, bring in valuable moments from Dale’s racing history, and meld them together with their partnership with Sugarlands Distilling. We worked with Sugarlands to create a label that not only stands out on shelves, but tells the couple’s story in a way that people of all backgrounds could enjoy – shaken or stirred.