We began by creating the name Shhh Moonshine, capturing the essence of secrecy and the mystique of moonshine’s origins. Everything about the brand—from its name to its visuals—speaks to a spirit that’s shared quietly, not broadcasted.

To launch it, we tapped into the insight that the best nights are the ones you want to keep to yourself. Moonshine’s high alcohol content made it the perfect fit for this concept. We created the concept "Tell no one," which became the heartbeat of the brand, aligning with the idea that the more unforgettable the night, the more you might want to keep it to yourself.

We developed an OOH campaign that captured these hidden moments—those things you do when you’ve had one too many, the ones you’d rather not share but always remember. This approach resonated with a target audience that craves adventure and excitement but also values discretion. They don’t need to shout about their experiences; they understand that some things are better left unsaid.

In addition to the name and campaign, we developed the full branding, including the bottle and packaging design, keeping the look clean and mysterious to mirror the brand’s ethos.

To elevate the experience, we created a brand act that played off this mindset. A smart tag was developed, allowing people to trigger a "Shhh Mode"—automatically blocking access to social media for the next 8 hours. It ensured that after a few moonshine-fueled moments, secrets stayed safe.