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 “cowboy 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.

Pavement is an award-winning San Francisco Bay Area based design & branding studio. We are passionate about crafting strategic packaging and brand identities for wine, spirits, food & cannabis.

Pavement is an award-winning San Francisco Bay Area-based creative studio led by Michael Hester. With a specialization in packaging and brand identities, we offer solutions tailored to each of our clients’ specific needs, no matter how big or small the request. Our process is refreshingly uncomplicated: We listen, collaborate and create compelling work. We think big picture yet focus on every detail. Our goal remains simple: to create lasting creative solutions that drive results for our clients.

Our client experience is vast and varied. We’ve collaborated with start-ups and established brands, both local and global. Our clients are viewed as partners. We believe that the best work is created through strong collaboration and communication. We don’t just execute projects, we build lasting and tested relationships.

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 “cowboy 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.