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High-Proof Creative unveils new labels and branding for John Lee Hooker Legacy Spirits

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By: Steve Katz

Associate Editor, Label & Narrow Web

High-Proof Creative, a branding and marketing agency for food and beverage brands, has announced the label and packaging design for John Lee Hooker Legacy Spirits’ newest release: the Strings of Legacy: Kentucky Bourbon Collection. The agency also designed the original Boogie Chillen’ Bourbon “1948” label, establishing the brand’s visual foundation and continuing our long-standing partnership with the Hooker family.

The Strings of Legacy collection introduces four limited-edition, 8-year, cask-strength, single-barrel Kentucky bourbons distilled at Bardstown Bourbon Company. Each expression pays homage to one of John Lee Hooker’s most iconic Gibson guitar models — the Gibson ES-335, Gibson Les Paul Goldtop, Gibson SJ-200, and Epiphone Zephyr.

The firm were tasked with translating these instruments and Hooker’s musical legacy into a cohesive, premium design system.

A Continuing Creative Partnership

“Our work on Strings of Legacy builds on our earlier design of the original Boogie Chillen’ Bourbon ‘1948,’ which earned several awards and introduced the brand’s distinct, heritage-driven aesthetic. That first release cemented the visual approach that continues to guide the brand today: honoring John Lee Hooker’s music through both story and design,” says Karen Locke, founder of High-Proof Creative.

Four Expressions Inspired by Four Iconic Guitars

The new collection includes:

  • ES-335 Edition — Reflecting the guitar’s tonal versatility with layered complexity and sleek design elements.
  • Les Paul Goldtop Edition — Featuring warm, rich character supported by gold-accented visuals inspired by the guitar’s iconic finish.
  • SJ-200 Edition — Bold and expressive, with elegant flourishes reminiscent of the ornate “King of the Flat-Tops.”
  • Epiphone Zephyr Edition — Vintage, soulful, and electric, nodding to Hooker’s earliest recorded tones.

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