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.

New releases include Saints & Scholars, a discovered 18-year-old Single Malt Irish Whiskey distilled by Noel Sweeney in 2002, joins the expanding High N’ Wicked family. For this project our job was two-fold: maintain brand continuity with the previous HNW release, The Honorable, but elevate this package to match the one-of-a-kind liquid inside. A custom-made box holds the elevated bottle and gives the consumer a special moment in time as they open the layered story behind Saints & Scholars. (photo credit : Brandon Cummins)

SERVICES

Brand IdentityPackage Design

FEATURED ON

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

DETAILS.

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.

BACK LABEL

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.

Saints & Scholars, the latest release, is a discovered 18-year-old Single Malt Irish Whiskey distilled by Noel Sweeney in 2002.