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.

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 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. 🥃