Packaging

Coven: The Perfect Halloween Drink (for Adults)

At first glance, the packaging for Coven, a new hand-crafted vodka made by Arbutus Distillery in Nanaimo on tiny Vancouver Island in Canada, looks deceptively traditional, fitting right in on retail shelves with the products of large spirit producers. But darkness changes everything.

Asked to develop a product name, brand personality and package design for Arbutus Distillery’s inaugural product, Nanaimo-based agency, Hired Guns Creative, sought to take consumers into the deeper realm of the spirit world. Hired Guns chose the name “Coven” for the Arbutus vodka brand, not only because it was a play on the idea of spirits, but because it suggested gatherings, mystery and a hint of sexual allure. From a design perspective, creative director Richard Hatter also found Coven “a very clean, balanced word that is easy to work with on a graphic level. And, of course, there are the other obvious criteria; it was easy to spell, say, pronounce, read from a distance, and it was available to trademark.”

To bring credibility to this new product in stores, Hired Guns used several traditional indicators of quality: hand-dipped wax, die-cut label, foil and embossing details, and lots of whitespace. What isn’t seen in daylight, however, is a gathering of witches and night creatures made visible through a glow-in-the-dark phosphorescent coating overprinted on the bottle. The text on the back label adds to the haunting impression: “Shrouded in the mist of the West Coast, a timeless rite enchants those who seek a greater spirit. Initiation requires strict dedication to the craft. There is power in numbers, so gather together because when the lights fade, the ritual begins. We’ve been waiting for you.” Drink up and be merry; the spirits are alive.

Advertising

Global Ties

Preferred by über rich and famous men, E. Marinella neckties have been worn by aristocrats, global leaders, titans of industry and movie heart throbs. Founded in Naples in 1914, Marinella began as a tiny shop that catered to men with elegant taste and deep pockets. Throughout the 20th century, the family-owned business let its clientele from around the world beat a path to its Naples store, without spending a lira on advertising. Marinella himself (now the grandson) would advise customers on colors, patterns and measurements, and then have his artisans custom-make each necktie to each customer’s specifications. Only in the past decade has E. Marinella established boutique shops in a few fashion capitals outside of Italy. This has led to the launch of an advertising campaign telling elite clientele where its shops can be found. Playing off of the brand’s tagline “Since 1914, the taste of elegance,” the ads created by Footbite agency in Monza, Italy, feature neckties folded like an iconic food for which each location is known – Lugano chocolate, London tea, Tokyo sushi, Italian (Milan and Naples) espresso, and Parisian croissant. The campaign was art directed by Paolo Guidobono and Michele Sartori.

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