The mark consists of an oval formed of a green center panel surrounded by a red ring, a gold ring and a white ring, with a pair of facing gold gargoyle heads with three black dots on the cheeks, white eyes and teeth and outlined in black extending into the gold ring on the upper portion of the oval, the words "Double Fermented" in black letters within the lower portion of the gold ring and a pair of intertwined yellow serpents within the green center panel and extending from the mouths of the gargoyle heads and with a green horizontal banner surrounded by white and red borders extending across the center of the oval, the banner having the words "JOHN J. KELLY'S" in white letters with a shamrock in lieu of an apostrophe, all within a black background.