Spirits Packaging Design
Distinctive spirits packaging starts with understanding the brand, the product and the customer. We design spirits labels, bottles and packaging to stand apart in a crowded marketplace. More than that, we consider the economics as well as practical realities of printing, production and alcohol-label requirements.
From individual label to complete distillery brand, we develop packaging around the character and story of the spirit. We understand TTB label requirements and design with them in mind. That allows us to identify potential problems and practical solutions before they become costly production issues.
Identify and introduce your Brand by design, not by chance!
Vido Vodka
We designed the VIDO brand specifically for a Vodka dedicated to one of the Monson family’s most beloved larger-than-life characters: Arvid “Vido” Monson.
In the logo and on their packaging you see an illustrated silhouette of the man, himself. We captured his classic pose – hand on your shoulder, looking you in the eye as he dispensed wisdom as only he could.
The imagery herein is designed to communicate a position of leadership and authority, while visually articulating that the artisanal brand is hand-crafted for premium quality.
This limited edition packaging was created when Vido Vodka became the official premium Vodka sponsor of the Seattle Kraken.
Black Heron Spirits
For Black Heron, Sara Nelson Design created an art deco inspired suite of packaging targeting a mature, discerning consumer of spirits. The choice of font harkens back to the days of prohibition, which were effectively right at the peak of the art deco movement, as especially seen in the design of New York’s iconic early 20th Century skyscrapers. These Black Heron Spirits label and packaging designs would fit perfectly on the back bar on the ground floor of the Empire State Building in the Roaring Twenties…
Golden Bee for Ellensburg Distillery
Golden Bee Honey Spirits is a blend of sweetness and spice that ignites the senses. While we didn’t craft the initial design, we’ve meticulously refined it to reflect the essence of this exceptional product.
Our expertise shines through in every detail of the packaging, from the carefully crafted front and back labels to the capsule cover, ensuring that every aspect of Golden Bee Honey Spirits exudes elegance and sophistication.
5 Arrow Brandy
A Legacy Bottled.
Before the Monson family ventured into the wine and spirits industry, they were renowned cattlemen. Honoring this legacy, they introduced 5 Arrow V.S.O.P. Brandy, a barrel-select spirit that pays tribute to their ranching heritage.
Every detail of this brand is crafted to reflect the Monson family’s unwavering commitment to excellence. We designed the 5 Arrow to be more than a mark—it’s a statement. Featured as a die-cast metal inset embedded into the wooden bar top, this elegant touch reinforces the brand’s deep roots while elevating the packaging to a level of luxury worthy of its namesake.
Awards & Recognition
American Graphic Design Award, 2023
Collaborators
Chris Dickinson, photographer
Questions?
1. What should a distillery look for in a spirits label design agency?”
First – someone who will listen to you. And ask a lot of questions. If someone tries to design anything before they know who you are, what your business is, how you’re planning to make that happen, who your customers are, they are not your optimal partner.
Second – someone with experience. A designer who sees potential problems coming ahead of time – whether with the TTB, FDA or the company who will print your label can save you a pile of money and frustrating deadline misses.
Third – someone who will learn where and how your product will be sold. Whether a bottle is to be sold by hand in a tasting room or off of a grocery store or liquor store and several hundred other brands makes a difference when it comes to issues like contrast and readability.
Fourth – someone who understands high-end printing. It’s different than a brochure or a business card. For instance, people don’t usually put letterhead in a pail of ice, but it happens frequently with beverages. Someone needs to know paper stock, adhesives and what will continue to stick after wetting. And a long list of other things.
There is more (much more) to this than just a nice image, although that’s requisite as well.
2. When should you redesign an existing spirits label?
There are quite a few factors in answering that question. Probably the top reason would be that you have realized that your product looks cheaper than it should for the value. If a $20 bottle – or $40 or $60 or more – looks like a $10 bottle, it’s going to be awfully hard to sell for what it should.
Sometimes it is just time to freshen up. There’s no easy way to define it, but when you look at your label and wish it were different – higher contrast, better vibe, brand “fit” or the something – it’s probably time. And that can have to do with the competitive environment or a new distributor or a redesign of a tasting room, among other things.
3. What does a spirits packaging design agency actually handle?”
At Sara Nelson Design, that can include brand development, bottle and label design, secondary packaging and preparing artwork for production.
I can’t speak for every design firm, but we ask hundreds of questions, make sure that what you ask us to do will fit your brand and won’t run into foreseeable hiccups on the way to production or printing.
We do not file compliance forms with the TTB – or give legal advice about intellectual property, but we have been doing this for about thirty years and we can usually spot a problem before it’s too late (or too expensive).
We also do not contract for printing nor do actual printing. That’s a specialist’s job. We will work with your printer (and there are several very good ones that we can recommend), but your contract will be with the printer directly. We are happy to oversee the process to ensure that your labels print precisely as you envisioned.
4. Can a packaging designer help identify alcohol-label compliance problems?
Yes. Again, I can’t answer for every designer, but we will do everything we can to spot potential problems throughout the process. Nearly three decades and hundreds of bottles down the line, we’ve seen (almost) everything and can usually catch things that may come up — and help solve them.
But we don’t sign off on compliance or file paperwork with the TTB or FDA.
Creating newly branded materials is a big first step.
But how do you keep it from wandering off-target hereafter? How can you make sure that it stays fresh and consistent in time to come? Brand Guidelines are a big next step!