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TIME FRAME: 6 MONTHS TEAMMATES: NEIL RIDDELL ROLES: DESIGN LEAD, ART DIRECTION, PRODUCTION
MASTERFULLY CRAFTED BOURBON
The Angel's Envy family is, Master Distiller, Lincoln Henderson's masterpiece
triptych. It is in many ways the culmination of his long history within the distilling
industry resulting in some of the finest whiskey on the planet. So there was a load of
importance in matching the product with as fine and fitting a presentation. During
my career at CP+B I was lucky enough to be one of the people on a small team to
craft an appropriately unique brand and container for Angel's Envy.
Lincoln and his sons crafted each variation of Angel's Envy with rigorous attention and
so we were challenged to match that with each bottle and label design. And so we did
just that – down to the tamper proof seal. We wanted to make sure the beverage had a
worthy context and the drinker had proper precedence for what they were about to enjoy.
ONCE A YEAR
The cask-strength variation is an extremely limited annual run (6500 bottles – give or take).
Needless to say we absolutely needed to make it feel THAT special. So we resolved to the idea
of a carpenter crafted wooden display case embellished with the signature Angel's Envy wings.
Even then – this expression of Angel's Envy needed a bit more narrative than we could fit on
the bottle. So we included an accompanying card explaining the bourbon in detail and the lengthy
process that came before. Finally we finished the bottle with an embossed platinum metallic batch
label leaving blank the ABV, proof, and bottling year – to emphasize how unique each expression is.
In 2013, Spirit Journal named Angel's Envy Cask Strength the “Best Spirit in the World.”
The collective success of the three variations of Angel's Envy is overwhelming – each
winning multiple awards in their respective categories and among other spirit categories.
The packaging must have had something to do with it... right?
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