James Odell was challenged to create a brand that would encourage people to shop locally in Britain. With that in mind, James designed a brand called Carlton Whiskey, based on the coal mine located in Hatfield colliery. Throughout the design, you will find inspirations from the mine, including the texture of the bottle, the map of the mine on the label, and the simple grey color palette. While mines aren’t typically the most inspiring places, James was able to create something beautiful from something both dangerous and stark.