Inspired by the brand owner’s vision to spur social change through the brand, Good Trouble needed to honor those who bravely disrupt the status quo and the conversations that arise from this action. Good Trouble also walks the walk by donating to causes that inspire greater societal change—causes that make their own good trouble.
CF Napa developed a reimagined Lady Liberty with her torch riding a charging bull as the main graphic of Good Trouble. She symbolizes freedom, optimism, and the taming of the beast of inequality.
A GT monogram was designed to form an equality symbol and the tagline “A Spirited Conversation” was developed as the brand’s call to action. A metal coin with the logo was embedded in the T-top closure, encouraging the imbiber to transform a moment of conversation into a lasting movement.