Runaway Tennessee Whiskey
The ask
Create a concept that honors my great-granddad's personal and professional legacy through a whiskey brand identity.
The answer
I developed a whiskey concept inspired by my great-grandad’s story of resilience and determination, translating his journey into a narrative-driven brand idea. After running away from home at 12 and cycling over 700 miles to Greeneville, Tennessee, he went on to break generational barriers by becoming the first in our family to graduate high school and then college. He later founded the Broyles Rubber and Oil Company, once the largest auto body repair center between Atlanta and Cincinnati. The concept channels this legacy into a brand rooted in perseverance and craftsmanship, while honoring his pride as a self-made Southern gentleman.
