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BEVERAGES
“ Itaque earum rerum hic
tenetur a sapiente delectus,
ut aut reiciendis volupta-
tibus maiores alias conse-
quatur aut perferendis do-
loribus asperiores repellat.”
— Heis Hislmac
CHAPTER 2
beverages
beveragesbeverages
“ Absolut is the Coca-Cola of
spirits branding.”
— Rob Wallace, page 129
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pr o d u c t ONI Double Cross Vodka
de s I g N F I r m Capsule
lo c at I o N Minneapolis, MN
cl I e N t Old Nassau Imports
B e
Structurally, this design is striking—strong, linear,
intimidating—and yet premium, with its heavy base and
slick silver cap. I agree with Rob below, though, that the
design distracts from, rather than enhances, the beauty of
it. I love the little “TT” on the cap. The script font that sits
at the back is beautiful in its own right, but because of its
composition, it gets lost behind the slick, modern “TT” logo.
It would benefit from one or the other, rather than both.
The branding down the side is an unusual touch, though,
and the over-sticker adds a level of luxury, making this a
heavyweight vodka brand to be contended with.
r W
There is a lot going on here. The architectural bottle and
square cap, the double-cross icon, the embossed logo on
both sides, and the thin side label are all quite striking. And
while the overall visual impression is effective, I find that the
hand-scripted back label graphics are overdone and detract
from the clean and powerful brand presence. Like fine
artists, designers need to know when to stop. In my opinion,
this design is a case of one element too many.
B e
The “Most Prestigious Whisky” certainly has pulled out
every available stop. This is a finishings feast: embossed
glass; foils; etchings; a wealth of metallics; and intricate
detailing, all held together with the mother of heraldic
branding. It’s posh; it knows it; and I don’t know many other
whiskys that can pull off this level of heavyweight, super-
premium prestige with such aplomb.
r W
Stunning. Kudos to Coley Porter Bell’s ability to incorporate
premium whisky category cues with a revitalization of
the brand’s rather dusty core mnemonics. The result is
at the same time nostalgic and contemporary; familiar
and unexpected. Great design lives in the details, and
this identity embraces that in the opulent graphics,
the embossed label area and neck treatments, and the
authoritative pedestal.
pr o d u c t Chivas 25-Year-Old Original
de s I g N F I r m Coley Porter Bell
lo c at I o N London, England
cl I e N t Chivas Brothers
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pr o d u c t Midnight Moon
de s I g N F I r m Airtype Studio
lo c at Io N Winston-Salem, NC
cl I e N t Piedmont Distillers, Inc
B e
The structure is great; the solid, extra-heavy base and
simplified glass bottle make it seem sturdy. The graphics
themselves, ironically or not, look like they just hopped
off a Greyhound in front of a 1940s chrome diner in South
Carolina. The type seems a little unworked, but the dynamic
label shape, great car illustration, the name, and the
pastiche give a glamorous nod to the bootleg era and make
this design delightfully, unashamedly retro, but not too
kitsch. It’s a cool addition to anyone’s cocktail cabinet.
m k
A combination of 1950s-retro, hot-rod speedway graphics,
and moonshine—very nostalgic and very Americana. Since
moonshine was produced illegally at night, the lock-up of
the brand identity with the black-and-white graphics emits
a radiant, polished personality. I’m not keen on setting this
script font on a curve, and the Midnight Moon typography
should be more ownable. Actually, I feel that different
typefaces might complement the design better.
m k
As a consumer who shops “pink” (for my daughter), hears
Pink, and sees pink everywhere, I know that pink—as a
design, a name, and a personality—is not only a fashion
trend but also a personal statement. Pink, in today’s
culture, has meanings well beyond the interpretations of the
past (soft, demure, innocent). Pink is now the passionate,
rebellious, wild child. This glowing design would appeal
to the youthful, club-going generation which seeks an
alternative to liquor bottles with a manly design.
r W
The brand name obviously drives the key design element
here—its unique, blushing color. With the hyper-
proliferation of flavored vodkas, one might assume that
this product has a sweet, fruity infusion. As a result, the
overall impression is most definitely female. I can’t see a
guy ordering this at a bar or bringing it to a party. This is an
interesting choice for a caffeinated vodka. However, in the
testosterone-driven vodka category, being approachable
to women is perhaps a bonus. I’m also curious about the
periods between the letters of the logo. It almost suggests
that PINK is an acronym for some evocative message.
pr o d u c t p.i.n.k. Vodka
de s I g N F I r m Bailey Brand Consulting
lo c at I o N Plymouth Meeting, PA
cl I e N t The p.i.n.k Spirits Company
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B e
Sumptuous touch of red on the base. Lovely little silver
emblem; looks like it’s debossed into the glass, giving it
gravitas. The way it contains all the crafting detail contrasts
nicely with the expressive and spontaneous script font that
crawls up the bottle.
m k
Imagine this bottle frosty, and you get a beautiful aesthetic
from all angles. The rough pen-and-ink signature conveys
“authentic,” ”personalized,” and “premium” with a “V” that
becomes an ownable mark. The red foil neck and cap and
the subtle hint of red in the base are curious but certainly
command attention. An applied gold-seal medallion
communicates trust and confidence in quality and brings
the consumer into the Akvinta Vodka story.
pr o d u c t Akvinta Vodka
de s I g N F I r m Lewis Moberly
lo c at I o N London, England
cl I e N t Adriatic Distillers
The folks at PhilippeBecker like wine (a lot).
So they created their own brand. Tableaux
launched in 298 stores.
!!!
B e
The strong use of yellow here works well. The unusual die
cut is impressively complex; it certainly helps make this
bottle stand out on the shelf.
m k
This label applies the art form of silhouette in a clever
way to position the product in a social, unpretentious,
imaginative scene. The consumer can almost foresee
himself or herself enjoying the wine among friends. The
conventional hierarchy and graphic elements add an
earnest quality to the overall perception.
r W
I like this design for its unexpected imagery and brighter-
than-bright color. But I specifically applaud the design firm
for walking the talk. I imagine that designing the package
was among the easiest tasks in the complex process of
bringing this brand to market. I bet the lessons learned
through this process will give this firm great empathy for
their clients. And I bet it will make them a better partner.
pr o d u c t Tableaux Wine
de s I g N F I r m PhilippeBecker
lo c at I o N San Francisco, CA
cl I e N t Artisan Wine Group
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