Watermark Design

Charlottesville, VA, USA

Agency: watermark design
Creative Director: Darcey Lacy
Package Desiger: Sean Raynor
Logo Designer: Rebekah Seiler
Location: United States
Project Type: Produced
Client: High N’ Wicked
Product Launch Location: United States
Packaging Contents: Straight Bourbon Whiskey
Packaging Substrate / Materials: Glass Bottle, Paper Label
Printing Process: Foil Stamping & Embossing

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.

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What’s Unique?
Because this liquid is a singular release, special attention was placed on the liquid details, radiating around the central brand, intentionally playing a very important part on the front of the packaging.

To bring life to the High N’ Wicked horse on the back label, a high emboss raises him high above the bottle, rearing up and out of the label.