Responses by Young & Laramore.

Background: Indianapolis-based Hotel Tango is one of the nation’s first veteran-owned distilleries. After rebranding the distillery and creating new packaging for its main line of spirits, we were tasked with naming and creating packaging for a new, limited edition series targeted at Hotel Tango’s core demographic: drinkers who appreciate quality spirits—and storytelling—in the bottles it keeps on its shelf.

Design thinking: Branding for Hotel Tango’s core line of spirits focused on the disciplined approach the distillers brought to the process—and the MRE-inspired packaging reflects this. Since the new line is more experimental and playful, we chose to focus on the “unofficial” aspects of military culture (think: engraved lighters, tattoos and bomber jackets) for inspiration. We partnered with illustrator Curtis Jinkins to create artwork featuring Fletcher, a neighborhood cat who’s become something of an unofficial mascot for Hotel Tango.

Challenges: Creating a look that felt playful and irreverent and communicated the spirits’ somewhat unorthodox flavors while still maintaining aspects that connected it to Hotel Tango’s core spirits.

Favorite details: Taking inspiration especially from bomber jackets that have been added to and personalized over the course of years, we wanted to fit as much detail, as many illustrations and as much type on these labels as possible. To have included so much visual content and ended up with a design that is still balanced and well-composed is something we’re proud of.

Visual influences: There’s no shortage of amazing visual influences from the “unofficial” side of the American military: decades and decades of tattoos, bomber jackets, bomber planes, zippos, rucksacks and patches—all of it with a distinct, irreverent style. The challenge then became distilling that flood of inspiration into a new, unique take.

Specific project demands: The biggest challenge in working with a brand whose identity is rooted in the military is to keep that heritage intact and recognizable while also bridging the gap to civilians—to create a package that somebody with no involvement (or even interest) in military culture can still connect with and appreciate.

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