High N' Wicked

Rugged Yet Refined.

The Honorable is the first release for the premium spirits brand, High N' Wicked. This brand will focus on Singular Limited Releases, beginning with this beautiful straight bourbon whiskey. From the seductive, curved bottle to the rich liquid inside, this first release exudes quality, balanced with a solid, rugged refinement. The name High N’ Wicked was inspired by the poetic life of the western cowboy, rich in experiences that mirror incomparable American Whiskies and other oak aged distillates High N’ Wicked will offer.

The brand identity is the central focus of the package design, with a monogram detailed with western inflections and typography evoking vintage rodeo posters of days gone by. The overall image mark evokes cattle brands with spurs extruding along the edges.

Delicate lines infer quality, while balancing with the brand story of western rodeo - heavy, rugged, tough - through the rich, heavy, dark black label boldly placed centered on the bottle. Brand elements like the spurs are reflected along the outer edges of the label and up onto the tax tape, creating brand continuity across the package.

Wild, western, but with refined quality. This is High N’ Wicked.


Brand IdentityPackage Design


The DielineWorld Brand DesignGDUSA 2021 Package Design Award2021 SF World Spirits Design Competition Bronze


The particulars, from origin to the mash bill and age statement, were intentionally integrated into the front label design, allowing spirit enthusiasts to dig into the details immediately.


Furthering the brand story while maintaining the circular surround and spur details, the back label features the rodeo horse. Aggressive, tough, but also wild and beautiful, he is illustrated rearing up, unbroken.