Responses by Caz Hildebrand and Mark Paton, creative partners, Here Design
Background: Flavored or infused gins are growing in popularity, but they tend to lean towards inauthenticity, so we wanted to create one that feels more true to the original spirit. For us, it felt right to design a pair of gins that represent both the classic London Dry Gin style of distilling and infused gin as close siblings, supporting each other and building the Italian liquor company Luxardo’s gin range.
Reasoning: We went back to the origins of the brand and its iconic packaging and borrowed design cues from that time to tell the brand’s story and reference its long heritage and expert distilling knowledge.
Challenges: Accurately depicting a Marasca cherry tree!
Favorite details: The use of a textured matte paper stock with modest use of foil and the soft colors gives the labels a timeless look.
Visual influences: Italian nineteenth-century packaging and typography. We delved into the time-honored Luxardo brand with its distinctively designed historical bottles, and distilled its background story through a decorative, narrative and ornamented design that celebrates the world of Italian nineteenth-century life, whilst also appealing to contemporary gin drinkers.
Specific demands: Having to incorporate the brand mark into the design in a way that felt comfortable but stayed true to Luxardo’s current branding style.
Anything new: We learned a lot about cherries!