Image Credit : Squad Ink and Nikki To
Project Overview
Introducing the Archie Rose X Horisumi limited release rare gin series, a collaboration between Sydney’s own Archie Rose Distilling Co. and acclaimed tattoo artist Kian Forreal (Horisumi), which celebrates the Japanese seasons.
Project Commissioner
Project Creator
Team
Matthew Squadrito - Creative Director
Terry Squadrito - Creative Director
Kian Forreal (Horisumi) - Illustrator
Project Brief
We worked with both the artist himself and the Sydney-based distillery to create packaging that is a true reflection of the individual crafts people who created this rare product and the partnership that formed this unique collaboration.
The first in the series – Autumn, tells the story of the Kiku flower and the autumn gift of the fallen maple leaf. Meanwhile, the strong Koi fish makes its way upstream to evolve into the form of a mystical dragon, all captured in Horisumi’s Irezumi tattoo style.
For the second release – Winter, the hand-illustrated label depicts a snow-capped Mount Fuji, inky green pine branches and a hawk keeping watch beneath the glow of a full moon. It was this moody, atmospheric scene that influenced the extracts that went into making this distinctive gin.
It was incredibly important to deliver a unique and compelling story through the product’s brand identity, ultimately creating an authentic and enduring bond between the brand and the audience. The story of both craftsman was rich and inspiring and needed to carry through in the design and messaging.
Project Innovation/Need
In Japan, it’s disrespectful to reveal your tattoos in public, which is why people never tattoo their faces or hands. We respect this tradition through the Furoshiki wrap which tastefully conceals Horisumi’s art. In Japan, Furoshiki is commonly used to wrap parcels of food or gifts, which is quite fitting for this very sharable and collectible gin series.
Design Challenge
The main feature of the series is a 360-degree recessed label across the body, which gave us maximum area to show off Horisumi’s incredible artwork. It’s also a useful handgrip area for bar tenders.
In Japan, it’s disrespectful to reveal your tattoos in public, which is why people never tattoo their faces or hands. We respect this tradition through the Furoshiki wrap which tastefully conceals Horisumi’s art. In Japan, Furoshiki is commonly used to wrap parcels of food or gifts, which is quite fitting for this very sharable and collectible gin series.
Effectiveness
The limited release of 200 bottles with Furoshiki wraps for the Winter edition sold out in an impressive 24 minutes.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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