BRANDING
Angel’s Envy Rebrand
When Angel’s Envy launched in 2011, the bottle spoke to its difference from the bourbon category. A modern crystal glass bottle without parchment, wax, or a name including “old” or “ancient”, it stood apart on shelf.
The supporting creative, however, was grounded in bourbon culture in order to shore up the new brand’s credibility.
2015
As the bourbon boom continued, new brands and redesigned heritage brands joined Angel’s Envy in a modern look, reducing its differentiation. We reviewed our assets and evolved the creative to pull forward our ownable elements. We coined this blend of a modern bourbon palette and decorative design “Bourbon Deco.”
2022
Poised for major growth in 2022, we saw an opportunity to optimize Bourbon Deco. Partnering with Stranger & Stranger, we are evolving the decorative design to be modern, dynamic and modular, with a unique color palette.
