Good Trouble

CF Napa Creates Good Trouble

Good Trouble came to CF Napa to create the packaging design and logo for their new ultra-premium bourbon brand. The bourbon’s target market was a demographic that doesn’t typically choose bourbon as their drink of choice. The brand would need to appeal to this new-to-bourbon demographic while also appealing to the traditional bourbon drinker. Inspired by the brand owner’s vision to spur social change through the brand, Good Trouble needed to honor those who bravely disrupt the status quo and the conversations that arise from this action. Good Trouble also walks the walk by donating to causes that inspire greater societal change—causes that make their own good trouble.

CF Napa developed a reimagined Lady Liberty with her torch riding a charging bull as the main graphic of Good Trouble. She symbolizes freedom, optimism, and the taming of the beast of inequality. A GT monogram was designed to form an equality symbol and the tagline “A Spirited Conversation” was developed as the brand’s call to action. A metal coin with the logo was embedded in the T-top closure, encouraging the imbiber to transform a moment of conversation into a lasting movement.

Curator’s Insight

Good Trouble’s packaging is not just a pretty label; it’s a symbol of courage, freedom, and positive change. This is not your usual bourbon; you’re joining a movement to create a better world. CF Napa reimagined Lady Liberty riding a charging bull, holding her torch high. It’s like a symbol of hope, optimism, and taking on inequality head-on. How cool is that?