Angel’s Envy Brand Redesign

Angel’s Envy launched in 2011. It stood out in the bourbon category and on the shelves because of its modern crystal bottle that did not include parchment, wax, or a name including “old” or “ancient”. Though Angel’s Envy’s assets were still very much grounded in traditional bourbon culture.

In 2015, Angel’s Envy redesigned their assets to stand out from the pack yet again. Their assets were designed to have a more modern and ownable look. Angel’s Envy coined a blend of a modern bourbon palette (brown, orange, etc.) and decorative design - calling it “Bourbon Deco”.

Anticipating major growth in 2022, Angel’s Envy saw an opportunity to optimize their “Bourbon Deco” style. Partnering with Stranger & Stranger, the Angel’s Envy Marketing team and I lead the art direction that evolved the decorative design to be modern, dynamic, and modular with a color palette that helps Angel’s Envy to continue to stand out against other bourbons.

2011

2015

2022

Brand visual identity refresh: Stranger & Stranger
Art direction/consulting: Sarah Conley, Esther Strausbaugh, Jocelyn Hurley