Lynchburg Tennessee has only one single traffic light for the entire city. This light's indefinite lonely existence inspired us to name the brand after it as a statement against the lights lonely life as well as generating a brand story that stays within Lynchburg Tennessee. The light inspired all of the visual assets for the branding formats bold yellow colour to the traffic light system to identify flavours across the products as well as subtle nods to the original Jack Daniel's branding (typography and decorative line work).
Lonely Light is a stand against lonely nights while keeping loyal to Jack Daniels rich history.
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