Happenstance Whiskey

Design: Pavement
Location: United States
Project Type: Produced
Client: Happenstance Whiskey
Product Launch Location: United States
Packaging Contents: Whiskey
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital printing, Foil Stamping

Happenstance is a premium bourbon whiskey that celebrates life’s moments that happen by chance. Carefully crafted in Nashville, Happenstance pays homage to the tradition of American bourbons, but with an unexpected modern edge. As a female founded company, it was imperative to create a design that didn’t focus on the typical masculine tropes often found in American whiskey branding. An edgy, sleek look was crafted that focused on a bold label shape, foil adornments and a modern “cowboy noir” aesthetic. This paired with vintage-style lettering helped communicate a product rooted in tradition, but positioned as a more modern and fresh take on high-end whiskey.