The target consumers are wide ranging. The label should be appealing to college age drinkers, but also "cool" enough to stock behind a bar and be recognizable. We like the ring of "Brenner Mountain's Polluted Fruit" or "Brenner Mountain's Original Polluted Fruit" as well, but we are not sure how it will translate on the label (i.e too cluttered)
The "feel" or sense of the label should evoke feelings of mountains, wooded-ness, nature. It is a very alcoholic beverage so Moonshine and the feeling of illegality could work as well. As previously stated, we may use the other names like "Fire" & Friendly" to differentiate the strength, but we also are thinking just having three different simple icons on the front which can be marked to signal the strength (maybe something like a smily face for "friendly", a squiggle mouth for "polluted" and a burning face for "fire).
*NOTE: The attached competitors label is NOT the style we are looking for. It is a complete wrap-around label. In fact, it is not really a competitor except for the fact that they use mason jars to bottle their product as well. There will be a rear label of our product as well, but mostly for text (surgeon general warning etc.), however just keep in mind we may need to add standard alcoholic text (proof number) to the front label as well.
The above are all just suggestions. We are looking for the best ideas, so feel free to get creative. Thanks!