Crafting a Fine Spirit.

Angel’s Envy was more than just another bourbon—it was the culmination of Master Distiller Lincoln Henderson’s lifelong expertise and a bold step forward in the world of craft spirits. While bourbon-making is steeped in tradition, Lincoln and his sons sought to challenge conventions, creating an innovative and evolved family of bourbons. The brand needed a name, identity, and packaging system that reflected both its heritage and rebellious spirit.

Our Role:
Brand Design 
Packaging & Print Design
Brand Book Production

Stage:
Startup

Sector:
Food & Beverage
Alcohol & Spirits
Consumer Goods

The Angel’s Envy family of bourbons is the culmination of Lincoln’s already accomplished career. While the tradition of bourbon making is very strictly defined and regulated, Lincoln—a rebellious 73-year-old—wanted an evolved family of bourbons. This became the basis behind the brand philosophy “Partake in Distilled Dissent”.

Together with his sons he crafted each variation—Gold, Rye, and Cask Strength—of Angel’s Envy with rigorous attention to detail mixed with his signature rebellious nature.

A small team at CPB then had the great opportunity to help the Hendersons brand their masterpiece.

The Name:

The Angel’s Share is known as the portion of bourbon which escapes the oak barrels as it ages. Paying off this concept and the nature of the Master Distiller’s rich and complex creation, we named this bourbon the “Angel’s Envy.”

The Bottle:

The bottle for Angel’s Envy Gold and Rye takes a decidedly modern yet rustic approach with bold, distressed lettering and illustrated wings.

The Cask Strength—as an extremely limited annual run (~6500 bottles) needed to feel as elite as it really was. The result: a carpenter-crafted wooden display case embellished with the signature wings, a card describing the bourbon’s detail and process, and finally, an embossed platinum metallic batch label leaving blank the ABV, proof, and bottling year to be handwritten, emphasizing how unique each expression truly is.

The Posters:

These posters tell the story of Lincoln Henderson and his family's creation. They were displayed in liquor stores to promote both the man and his new group of spirits.

The Brand Book:

The team also created a brand book which takes the reader through Lincoln’s journey as he created this family of craft spirits.

The Results:

Master Distiller Lincoln Henderson has been inducted as an inaugural member of the Bourbon Hall Of Fame.

Each of the three variations of Angel’s Envy have won multiple awards in their respective categories and among other spirit categories.