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Powers Whiskey – Packaging Redesign

This was a module that was linked to a competition for a packaging redesign for the Powers Gold Label Whiskey. Unfortunately I did not win. I am still very happy with the outcome of the design, as I wanted to create something entirely typographical.

The Copper Stills are the most iconic image for whiskey production. I chose the copper paper to transmit this image in a new sense. As Powers wants to target a younger client audience, I wanted to create a bold, graphic design, that is modern and stands out from other whiskey package designs that are more often very traditional in their approach. The typeface is an original Powers font, in just three sizes to create a very placative image. The type is screen printed on top of the copper coloured surface, in the colour of oxidised copper. As with the whiskey, the copper changes its colour with time. While the bold graphics appear radical, the copper colour adds contrast by imparting the warm heart of the whiskey.