Packaging design for a new whiskey with old roots. Henebery Whiskey is a brand revitalized by the relatives of the original founders who wanted to bring back the heritage of their family business and honor them through thoughtful design.
I was asked to lead the design concept and execution for Henebery. The client had a handful of family artifacts relating to the brand that were used as inspiration for design elements. We ultimately landed on a concept centered around bold elegance, Americana, and heritage.
Each design element and symbol tells a story of the brand’s past. 1851 is when the brand was originally founded, the scythe represents wheat harvesting, and the peacocks symbolize the character of the founder, Mather Henebery.
The typography was selected to give the brand a more modern contrast to the rest of the elements, resulting in a bottle that could hold its own against every new trend that hits the shelves each year while maintaining a look of sophistication and heritage as if the brand has been around for centuries and never skipped a beat.