Angel’s Envy Tasting Tool

A unique printed distillery companion for participants in a guided bourbon tasting event.

Angel’s Envy is a bourbon distillery in Louisville, Kentucky, as well as a brand I worked closely with during my time at MOJO.

In March of 2019, Angel’s Envy came to us with the ask of re-designing a tasting tool of sorts that could be used during bourbon tasting classes and tours in their distillery, as well as a complimentary Kentucky Derby info pamphlet. Angel’s Envy was sponsoring an Oaks Brunch event at the Derby, and needed a piece to tie the event back to them.

Process: Tasting Tool

Angel’s Envy came to us with a basic tasting wheel graphic, saying they wanted it branded to match their identity. This wheel seemed static and lacked interaction to me, so I started re-imagining it as more of a worksheet experience.

Alongside my creative director, we held a user test of my first round of designs. We observed and questioned how effective the piece was as a bourbon tasting counterpart, and made sure to note all questions and changes.

Once the design was finalized, I began reaching out to printers; we were looking for a thicker, toothier paper, so that it could be letterpressed and have a nice weight in the user’s hands (and we wanted to encourage people to write all over it). We also decided to go with a gold-foiled effect, to coincide with Angel’s Envy’s premium branding.

This final tasting tool now lives in the distillery, and is a counterpart to in-house tasting classes and distillery tours.

Angel’s Envy Derby guide

Coinciding with the tasting tool, the Derby Guide is an informative pamphlet for patrons who were traveling to Louisville for the Kentucky Derby. The pamphlet includes a map with locations to drink Angel’s Envy, as well as derby-themed boutiques and recipes.

This guide uses the same flourishes and design elements as the tasting tool, so that they can be used together with cohesion.