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BEVERAGES
pr o d u c t
Feel Good Drinks
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 The Feel Good Drinks Company, Ltd.
m k
There’s a vibrancy to this line. I like the boastful description, the handwrit-
ten recipe style on the smaller juices, and the fun application of text color
that creates a quieter or louder exclamation. The photorealistic rendering
of the leaf with stem and the way its drop shadow creates a sense of layers
make this design particularly eye-catching. I am not sure why this distin-
guishing element was not carried throughout the rest of the line. The brand
identity’s typography is fun, fresh, and positive. The yoga man’s posture
conveys feel good but his illustration style says insecurity. The product col-
ors nicely complement the graphics colors. The label curvature and bottle
structures add to the lighthearted, approachable character of this brand.
s W
At fi rst glance, I found this design interesting, and I really liked the shape
of the larger bottles. But after really looking at it more closely, it’s sort of
a mess, which, admittedly, I sometimes like. Rather than making me feel
calm, though—as I suspect the Yoga pose is meant to do—it makes me anx-
ious. The hand-wrought typeset font and the sort of ‘70s mod treatment of
Feel Good don’t work together, yet they’re not different enough to comple-
ment each other; they both feel contrived. The variety of bottle shapes—
each nice individually— adds to the disconnect for me. Honestly, it feels like
a big brand trying to be a mom-and-pop small brand.
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I would put all my money on the table for this exciting line!
I am enthralled and energized by the individuality of each of
these flawlessly designed bottles. Each design is executed
with absolute precision and the family is held together by
the consistency of the neck label. I believe that in the game
of cards players should always keep their emotions under
control and avoid giving unsolicited advice…so all I can
say is WOW!
s W
When seen as a system, these bottles are a fun and
interesting take on playing-card language. I would love to
own all of them. I wonder, however, if they hang together as
a brand when they are separated into the various varietals in
a busy retail environment? Would a consumer immediately
see these as coming from the same vineyard, since the
looks are so distinctly different? Many wine consumers buy
a wine because of the look of the package and/or because
they’ve had another of the company’s wines; will JAQK lose
some of these sales? The shippers work well as point of
sale, creating a large billboard when stacked high and wide.
I might be forced to buy a case just to have the shipper box.
Nice job—can’t wait to see them at my liquor store.
pr o d u c t JAQK Cellars Wine Bottles
de s I g N F I r m Hatch Design
lo c at I o N San Francisco, CA
cl I e N t JAQK Cellars
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