Here is a look at a brand with many messages — in a bottle. From making Jack Daniels “the best we can” to on occasion “breaking the rules.” That said, kindly ask yourself, “Big or small, what are the pragmatic and emotional messages of your brand — be it a bottle, box, four wheels or a service?” Peter concepted this approach to inspire an iconic brand and client in Lynchburg, Tennessee. With help from another Scot — Peter Arkle, Illustrator.