Brand Mark & identity
Brief: Create the brand and packaging for a range of pre mixed cocktails inspired by prohibition era America.
The Idea:
Delanleys, which later became Madisons (after prohibition), was a bar where people would come from miles around to enjoy the wonderful concoctions on offer. Even the cops loved it - whilst they were busy closing down the other joints they couldn’t get enough of the stuff at Joes.
In the heart of the city, it was a place that became known as a creative hub - years later many an Ad man got his creative juices flowing there. Always a buzz about the place - some of the coolest Jazz cats of the time played in Joey’s joint. It’s rumoured Al Capone used to call in for a drop of the good stuff when he was in town on “business”.
Joey, came to the States from Ireland as a young boy. Guess it was always in the blood with the Delaneys. There was a family tradition of brewing Poitin (Irish moonshine) back in the hills of Donegal. The Delaney family home was the place to be; people would come from miles around for the moonshine, story telling and all night music sessions.
To this day, the ingredients of Joey’s cocktails are a closley guarded secret that have been handed down through generations of the Delaney family.
Joey brought a little bit of the old country to the Big Apple!
Brief: Create the brand and packaging for a range of pre mixed cocktails inspired by prohibition era America.
The Idea:
Delanleys, which later became Madisons (after prohibition), was a bar where people would come from miles around to enjoy the wonderful concoctions on offer. Even the cops loved it - whilst they were busy closing down the other joints they couldn’t get enough of the stuff at Joes.
In the heart of the city, it was a place that became known as a creative hub - years later many an Ad man got his creative juices flowing there. Always a buzz about the place - some of the coolest Jazz cats of the time played in Joey’s joint. It’s rumoured Al Capone used to call in for a drop of the good stuff when he was in town on “business”.
Joey, came to the States from Ireland as a young boy. Guess it was always in the blood with the Delaneys. There was a family tradition of brewing Poitin (Irish moonshine) back in the hills of Donegal. The Delaney family home was the place to be; people would come from miles around for the moonshine, story telling and all night music sessions.
To this day, the ingredients of Joey’s cocktails are a closley guarded secret that have been handed down through generations of the Delaney family.
Joey brought a little bit of the old country to the Big Apple!
The Range
After carrying out my research into the prohibition period, I had a good idea where I wanted to go with the brief. I couldn’t wait to get started. Seeing as I’m quite new to visualising packaging design ideas in Photoshop, I knew it would be a challenge.
Originally I thought about having three differently designed bottles to reflect the different personalities. But this would be an expensive solution to produce in the real world and not very realistic unless I chose to make a limited edition range.
I came back to the idea of Joey Delaney keeping things secret and storing his moonshine in everyday containers. The whole idea was not to draw attention to itself as it’s a secret reciepe. So after lookng into several options I decided on jam jars. Not only could they store the drinks, they can also be used to drink from as well.
After carrying out my research into the prohibition period, I had a good idea where I wanted to go with the brief. I couldn’t wait to get started. Seeing as I’m quite new to visualising packaging design ideas in Photoshop, I knew it would be a challenge.
Originally I thought about having three differently designed bottles to reflect the different personalities. But this would be an expensive solution to produce in the real world and not very realistic unless I chose to make a limited edition range.
I came back to the idea of Joey Delaney keeping things secret and storing his moonshine in everyday containers. The whole idea was not to draw attention to itself as it’s a secret reciepe. So after lookng into several options I decided on jam jars. Not only could they store the drinks, they can also be used to drink from as well.
A reference to the quality and illicitness of the era.
