Happenstance
Whiskey

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 "cowgirl 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.