High-Proof Creative, the award-winning branding and design agency specializing in craft spirits, announces its creative leadership behind the label and packaging design of John Lee Hooker Legacy Spirits’ newest release: the Strings of Legacy: Kentucky Bourbon Collection. The Portland-based agency also designed the original Boogie Chillen’ Bourbon “1948” label, establishing the brand’s visual foundation and continuing its 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. High-Proof Creative was tasked with translating these instruments and Hooker’s musical legacy into a cohesive, premium design system.
A Continued Partnership
High-Proof Creative’s role on Strings of Legacy builds on the agency’s earlier work designing the original Boogie Chillen’ Bourbon “1948”, which earned several awards and introduced the brand’s distinct, heritage-driven look. That first release established the visual approach that continues to guide the brand today: honoring John Lee Hooker’s music through both story and design.
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.