Jack Daniel's wanted to create a campaign celebrating the 4th of July in America. In addition, the brand wanted to highlight craft and the handmade — two things Jack Daniel's takes pride in when making their Tennessee whiskey.

The poster was built entirely from the wood of a used Jack Daniel’s whiskey barrel. The white oak behemoth was disassembled using a saw and plasma cutter so that the barrel staves, rings and lid could be repurposed in the design. Each character was hand-drawn and then laser cut from pieces of the actual barrel. The negative space in the background gets it’s dark color from the charred oak of the inner lining, while the red, white and blue was added using hobby paint. The imperfect letterforms and jagged edges give the design a feeling of depth, texture and tangibility.

The posters were featured on hundreds of blogs and websites- including Playboy, Devour, Vanity Fair and others. Posters were shared and liked over 100,000 times on facebook and traffic to jackdaniels.com was up 76% in the months of July/August. An additional 10,000 posters were printed and shipped to American troops serving overseas. Sales of Jack Daniel’s rose more than 13% in 2012.