Angel's Envy Design & Branding ANGEL'S ENVY by Crispin Porter + Bogusky Miami

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Industry Alcoholic drinks & Tobacco
Media Design & Branding
Market United States
Agency Crispin Porter + Bogusky Miami
Designer Greta Ackerman, Neil Riddell
Released March 2011

Credits & Description

Category: iii. Premium Brand
Product/Service: ANGEL'S ENVY
Chief Creative Officer: Rob Reilly (CP+B)
Executive Director Of Product Innovation: Neil Riddell (CP+B)
Industrial Designer: Neil Riddell (CP+B)
Director Of Partnership Development: Eric Lear (CP+B)
Cognitive Anthropologist: Jason De Turris (CP+B)
Cognitive Anthropologist: Lindsay Baloun (CP+B)
Designer: Greta Ackerman/Neil Riddell (CP+B)
Print Producer: Cindy Perez/Peter Nolan (CP+B)
Content Supervisor: Alex Gould (CP+B)
Traffic: Crystal Newberry (CP+B)
Media placement: Bottle Design/ Packaging - Bars, Restaurants, And Liquor Stores In The US And Shanghai, China - 1 March 2011

Describe the brief from the client
Louisville Distilling Company created a super-premium, craft Bourbon that takes a twist on the way traditional Bourbon is made. Our master distiller, and inaugural member of the Bourbon Hall of Fame, Lincoln Henderson, wanted to make this Bourbon for years, but couldn’t until he retired from the corporate liquor world and struck out on his own. The client needed full packaging and branding that was as distinctive and modern as the liquid that launched.

Describe the challenges and key objectives
The challenge was to create a brand from scratch that communicates the balance of tradition and innovation found in the spirit itself. The entire Bourbon category is based on 100-year old recipes. We needed to announce a newcomer that had dared to do something different, yet still had a firm background in and respect for Bourbon tradition.
A key objective was introducing a new audience to Bourbon that shared the brand’s mindset, while getting the Bourbon traditionalists of the world to try it and realise standard Bourbon could be improved upon.

Describe how you arrived at the final design
Our approach was to design the product packaging and brand story simultaneously for alignment and authenticity. The principles we developed for the brand were based on Lincoln’s mindset, work ethic and experience. Every design decision made – the name with its unique, handcrafted font, the packaging, and the communications – was grounded in this.

The design of the bottle was meant to avoid the cliché form factors of the category and pair well with the artisanal character of the spirit. Its graceful lines form a modern, yet familiar shape that fits comfortably in your hand and stands out on the shelf.

Give some indication of how successful the outcome was in the market
After launching in March of 2011, Angel’s Envy received 40+ glowing accolades from industry experts, like Malt Advocate, and high-profile publications, like Maxim, including being named one of the Top 8 Bourbons in America. The New York Times highlighted our pushing of the boundaries of what premium Bourbon packaging looks like by comparing the curvy, voluptuous bottle design to Scarlett Johansson, while referencing older Bourbon packaging as more like the actor Abe Vigoda.
Angel’s Envy sold out of its first batch to distributors earlier than anticipated, meeting its year two sales goals in year one.