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B e
These encapsulate the current trend for the cutesy, friendly,
homemade design that is Innocent’s core attribute. The
illustration style fits perfectly, and the lowercase logo
enhances this. The copywriting is what really gives this
brand its amusing twist; it’s quirky and pokes fun at the
serious conventions of the water category. It’s a shame
there isn’t more of an idea to the little illustrations, but
overall it feels fresh, frivolous, and fun.
m k
I was in a retail establishment in London recently and
this brand absolutely caught my attention! What initially
stopped me as a consumer was the unexpected choice
of illustrations, along with their colors, positioning, and
execution style. The combination of a strong, dark, lower-
case, flush-left, traditional serif font (perhaps Antique Ultra)
married to a savory-colored, unconventionally arranged,
hand-written font is well designed and well executed. The
addition of good-humored copy reveals a smart design
sense and an even smarter client.
pr o d u c t This Water
de s I g N F I r m Pearlfisher
lo c at I o N London, England
cl I e N t Innocent Drinks
s W
This brand cuts through the clutter and gets to the core
of the product. It’s got a great name that is unique in its
almost-stupid straightforwardness! I can easily picture this
name being interpreted in a sterile and cool package, but
the designers executed the concept playfully—and with the
right dose of humor and intelligence—for broader appeal.
Congratulations to the client for having the guts to believe in
the irony of the name.
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BEVERAGES
B e
A name like that is a great starting point, and the design has
been tastefully and elegantly executed, with the rotund little
hippo cleverly using the label itself as its prop. Understated
design playing to traditional wine cues carries off this
rather interesting name with a wink and a smile and quietly
witty class.
m k
I can’t tell you how many people I know—wine connoisseurs
and beyond—who have purchased this wine and told me
about it. From that unscientifi c survey alone, I think this
brand is a successful consumer magnet. Perhaps, in a retail
environment that too often conveys an air of superiority, this
label design is a spoof on the French origins of both wine
and the epithet. I recognize this label as a more engaging
redesign. The fat hippo now sits well, making the right
point (or in this case, dent) and the typographic elements
now fl ow well.
s W
With a name like this, in less confi dent hands, this could
have gone so wrong! But the simple white label with the
beautifully elegant, understated typography is the perfect
prop for this cute, rotund hippo. It’s one of those designs I
wish I had thought of. It will haunt me for years.
pr o d u c t Fat Bastard
de s I g N F I r m Turner Duckworth
lo c at I o N London, England and San Francisco, CA
cl I e N t Click Wine Group
pr o d u c t World Market Sparkling Soda
de s I g N F I r m PhilippeBecker
lo c at Io N San Francisco, CA
cl I e N t Cost Plus World Market
B e
I applaud trying to get an idea in, especially with a name
that begs for it, but somehow this feels a little too forced
and pedantic. I’d like it to be a little rougher and more
spontaneous; it’s a little too restrained, the illustrations
a little too twee. They could have die-cut the label to have
stamp edging, or at least positioned the origin stamp in a
different place on each variant just to liven this up a bit. It’s a
shame, as the idea is there, but the execution isn’t, quite.
m k
The layered elements team up to express the brand’s
positioning. Specifi cally, the use of a simulated DOC
(Denominazione di Origine Controllata, or Original Location
Certifi ed) imprint, a quality assurance label found on many
Italian wines; the tariff stamp; the “Italy” brand; and the
simulated sepia-tone background harken back to an older
world market story.
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BEVERAGES
B e
This bottle of ginger liqueur is structurally stunning: It’s
elegant, refi ned, and beautifully evokes Colonial Indochina,
the liquid itself almost glowing through the paper-lamp
shape. The simple black lines enhance the concept yet still
feel delicate and refi ned, and the type has a French Colonial
ambience without being overcomplicated or archaic. The gift
box and bag exude luxury. The simple foliage illustration as
a subtle black-on-black extension complements the light-
ness of the bottle, allowing it to shine.
m k
Impeccably conceived and executed. A genuine treasure—
artful, sensitive, and fragrantly seductive. The design reads
like a beautiful story unfolding. What more can be said?
pr o d u c t Domaine de Canton
de s I g N F I r m Mucca Design
lo c at Io N New York, NY
cl I e N t Domaine de Canton
r W
Here is a fi tting tribute to cocktail culture. Imagine this
bottle glowing on the back bar. Imagine it at retail. Imagine
it in your home, on your sideboard. In every environment,
this primary package makes an indelible impression. Why
hide this most elegant of sculptures in a gift box? Even
if they were needed, the box and bag seem rather heavy
and funereal. Both could better reference the beauty and
elegant translucence of the bottle design.
s W
This is a stunning system. The balance of the Chinese
lantern–shaped bottle and the thoughtful, French aesthetic
of the label typography is perfect. They’ve managed to
successfully create a historical perspective presented in a
contemporary design. The additional details on the support
material—the pattern, the limited color palette, the refi ned
borders—further enhance this brand story.
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I’m always a fan of black on black, but it seems a little unnecessary here, as
the logo is so refi ned. However, I actually prefer the back of the bottle: The
bold and unexpected use of the single red strip on the back, where some
designs get lazy. This design was considered as a whole, and the back is
graphic and stylish in its own right.
m k
Lovely typographic execution of “FORO.” Black-on-black spot matte
varnish characteristically says high quality. The hierarchy of the label reads
perfectly, with a warm fi nal resting place for the variety.
r W
What a fi ne marriage of type, texture and composition. The bold logo and
its lyric icon are beautifully contrasted by the matte, patterned texture.
I specifi cally like the thin red back label as an elegant staging area for
supportive type. Dramatic and authentic. The only build I might suggest is
to have the grape-leaves icon emanate from the background illustration,
tying together the logo and background as one contiguous image.
s W
The typography is elegant, beautiful, and befi ts the wine category. I wish
the designer had let the logotype hold the design; the matte varnish details
seem cluttered and unnecessary. I like the single red graphic strip and how
it contrasts the organic logotype. Unfortunately, if this were to be imported
into the U.S., the designer would be forced to clutter up this design with
regulatory information. So sad.
pr o d u c t Terras do Foro
de s I g N F I r m Bürocratik Design
lo c at Io N Coimbra, Portugal
cl I e N t Terras do Foro
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