Lynchburg, Tennessee is home to the oldest distillery in America—Jack Daniel's Tennessee Whiskey. Brand loyals make the pilgrimage to take part in the heritage of the distillery tour. Brown-Forman asked Big Red Rooster to redesign the Lynchburg Hardware & General Store to extend the immersive tour experience to the shopping experience of the Town Square.

The Lynchburg Hardware & General Store has been in business for more than 90 years. The redesign of this historic establishment was filled with importance—for the town, the Brown-Forman company, the Jack Daniel's family, and the residents of Lynchburg. It was critical that the new store was as authentic as Old No 7 Brand.

We began the process by getting immersed in the brand and spending time with Lynchburg's colorful characters and local business owners. In Lynchburg, everyone and everything has a story—many of which have become legendary. The heritage of storytelling became the platform for the design of graphic communication.

Old whiskey barrels and barn siding are transformed into a proprietary T-shirt fixture. And the original potbelly stove sits in front of a 1940s photomural of the extended Jack Daniel's family gathered around that same stove.

Old whiskey barrels and barn siding are transformed into a proprietary T-shirt fixture. And the original potbelly stove sits in front of a 1940s photomural of the extended Jack Daniel's family gathered around that same stove.

Our team also examined the merchandise mix. Along with making better adjacencies and enhancing product presentation, we identified opportunities for more licensed goods. By expanding into adjacent buildings, the store's square footage was doubled. This made room for a larger Barrel Shop, which is a popular part of the store.