Jack Daniel’s Tennessee Honey x Tonight Josephine Cowgirl Brunches

Jack Daniel’s

Client

Spirits / Brand Activation

Sector

London Cocktail Week (Pop-up Space)

Locations

the challenge
Jack Daniel’s wanted to launch their Tennessee Honey partnership with Tonight Josephine through a series of bold, brilliant Cowgirl Brunches. We explored creative routes from hyper-feminine glam to rustic western charm, even a Vegas-meets-Nashville vibe. Think Beyoncé meets Taylor Swift. The final look mixed girly glam with rustic touches, making Tennessee Honey feel playful, accessible, and perfect for the brunch crowd.
our solution
Inspired by Jack Daniel’s branded cowboy boots (yes, complete with daisies and bumblebees), we softened the western aesthetic while keeping it bold and unmistakably branded. We created custom patches and pins to dress up denim jackets, added a warm colour palette with pops of pink and yellow, and built a show-stopping macramé fringe backdrop layered with dried wildflowers and pampas. Everything was designed to be shipped, reused, and set up with ease. Our team built six full event kits for a nationwide rollout, plus 120 hand-painted cowboy hats ready for a paint & sip activation on launch day. The hats weren’t just a giveaway, they became part of the brunch ‘uniform’ and a social media goldmine.
our solution
Inspired by Jack Daniel’s branded cowboy boots (yes, complete with daisies and bumblebees), we softened the western aesthetic while keeping it bold and unmistakably branded. We created custom patches and pins to dress up denim jackets, added a warm colour palette with pops of pink and yellow, and built a show-stopping macramé fringe backdrop layered with dried wildflowers and pampas. Everything was designed to be shipped, reused, and set up with ease. Our team built six full event kits for a nationwide rollout, plus 120 hand-painted cowboy hats ready for a paint & sip activation on launch day. The hats weren’t just a giveaway, they became part of the brunch ‘uniform’ and a social media goldmine.
the delivery
To celebrate the artistry of Tequila Herradura, we delivered a bespoke, multi-sensory brand world centered around ‘The Extraordinary.’ The execution featured a custom-engineered horseshoe bar—a nod to the brand’s iconic ‘U’—hand-finished in charred oak and copper. Operating across London’s most prestigious cocktail hubs, the delivery integrated live agave-harvesting demonstrations with an immersive ‘Tequila Terroir’ tasting room. Our team of expert mixologists served over 4,500 signature ‘Horseshoe Margaritas,’ while a synchronized lighting and soundscape mirrored the atmospheric energy of the Hacienda San José del Refugio. From complex logistical site-builds to precision guest-flow management, the delivery was a seamless blend of heritage and modern luxury.
the delivery
To celebrate the artistry of Tequila Herradura, we delivered a bespoke, multi-sensory brand world centered around ‘The Extraordinary.’ The execution featured a custom-engineered horseshoe bar—a nod to the brand’s iconic ‘U’—hand-finished in charred oak and copper. Operating across London’s most prestigious cocktail hubs, the delivery integrated live agave-harvesting demonstrations with an immersive ‘Tequila Terroir’ tasting room. Our team of expert mixologists served over 4,500 signature ‘Horseshoe Margaritas,’ while a synchronized lighting and soundscape mirrored the atmospheric energy of the Hacienda San José del Refugio. From complex logistical site-builds to precision guest-flow management, the delivery was a seamless blend of heritage and modern luxury.
the impact
The Jack Daniel’s team loved how the activation brought Tennessee Honey to life in a fresh, fun, and fabulous way. The goal to reach a more playful whisky audience? Absolutely nailed; with style, creativity, and a sweet southern kick. 🥃
the impact
The Jack Daniel’s team loved how the activation brought Tennessee Honey to life in a fresh, fun, and fabulous way. The goal to reach a more playful whisky audience? Absolutely nailed; with style, creativity, and a sweet southern kick. 🥃