HEAVEN HILL

Packaging concepts

Heaven Hill is a timeless and well-known bourbon whiskey from Kentucky that was ready for a brand refresh. For this update, Heaven Hill wanted to continue to appeal to their existing consumer audience while breathing new life into the brand. To maintain their overall brand aesthetic, the presented concepts drew inspiration from vintage whiskey labels much like their original label had; however, these designs bring the brand into the 21st century through the use of more modern typography choices and a cleaner layout. Ultimately, the designs were finessed with their in-house design team, and the final product on shelves now is a combination of several of these concepts as well as some of their own.

Client: Heaven Hill Brands
Art Direction: Tony Auston
Illustration: Mike Gray
Designed in collaboration with Auston Design Group