Responses by Alejandro Gavancho, graphic designer
Background: The purpose of this project was to create a brand of classic, ready-to-drink, bottled cocktails that felt like a new product on the market, something that intrigues and makes people wonder what kind of product it is. Introducing this product to the local market was an exciting challenge, as we wanted to introduce a younger audience to a classic and premium cocktail in an easy and digestible format. The essence of a classic cocktail was showcased, but adapted to a modern era, since it is aimed at consumers between 25- and 40-years-old.
Reasoning: While I was developing the packaging, I was thinking if it was necessary to resort to ornaments and complex details, but I decided that a clean product with good typographical work, organization and small details could also achieve a great visual impact. As I was working with a unique bottle, I had to ensure that the label did not compete with the bottle, but rather added to it. Since it had to be easily adapted to other colors for the following drink collections, the base design of the label had to be versatile. Negroni Abrogatto 18 is the first in a collection of five cocktails.
Challenges: The production and the printing. Printing the label was difficult because of the level of detail, and the print finishings were fiddly and in the local market. We do not have many print houses that work with adhesive labels for alcoholic beverages. Labels like this have to withstand low temperatures and contact with water, but in Peru, this material is not readily available. The first production was made with a more simple paper, but we are currently working on new labels with some more polished details and better paper.
Favorite details: Every time I see the typographical work, it reassures me that I made the right decision. The choice of fonts and the work that was done on them afterwards helps to convey the essence of the product. There are three typefaces in total. Each one fulfills a function, either for the name, numbering or some other details. I achieved what I had in mind before starting the project, attaining harmony and impact through a minimalist design.
Visual influences: I found classic and minimalist designs from inspiring brands like Chanel. Despite the fact Chanel represents a minimalist brand, the company is powerful and identifiable. Chanel is sophisticated and, more importantly, timeless.
Anything new: I definitely learned a lot about classic cocktails. I had never tried Negroni before, and I didn’t even know it was a cocktail that was prepared by mixing different alcoholic products together. I had a notion of the drink, but I discovered that it was quite nice with a great aroma.