Research | Intensely on Midnight Moon

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Midnight Moon is my chosen brand. As you can see the logo above has 3 different fonts all complimenting each other. It has a moon and the 1940's Ford that Junior Johnson (moonshine runner) is so famous for driving at the top of the logo giving an initial focal point. Below are numerous promotional items from Midnight Moon. Throughout they play on the rebellion factor - "Anymore authentic and it would be illegal" and "Few family recipes carry a jail sentence". Then there's my favourite - "Back then the pace car chased you". Their current branding colour is black and white, with a splash of colour in certain parts. Textures are also a strong key here as well. Everything on the website bar the photographs look used and abused, but the images are well finessed, clean and modern. 

Src: Various. I do now own this work.

The story of Junior Johnson starts at an age before he could legally drive at all. He is told to have had great skill behind the wheel from a young age, thus being selected as the delivery man for the Moonshine. In his spare time he liked to race in the American motor sport called Nascar. He was earning so much money from moonshine running that he couldn't keep up with the Nascar series, but after 2 years running from the revenuers he got caught and was jailed (May 5th 1956). After his release he decided to go on the straight and narrow and began racing seriously. Junior Johnson is now one of the most famous Nascar racers in America. 

Below is a great photograph of the Midnight Moon jar. This one being the strawberry edition. I like the way they are still using the jars instead of bottles to sell this product. It makes it feel more authentic, just like it was during the prohibition when the moonshiners were at large. 

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